PENGARUH INFLUENCER TIKTOK TERHADAP KEPUTUSAN PEMBELIANPRODUK KERUDUNG LAFIYE MELALUI BRAND IMAGE SEBAGAIVARIABEL MEDIASI DI TENGAH PERSAINGAN PRODUK SEJENISBERBAHAN TENCEL
Abstract
The rapid growth of social media has significantly reshaped marketing approaches in the local fashion sector. Digital platforms now serve not merely as channels for communication, but as essential tools for fostering direct and meaningful connections between brands and their customers. Within the realm of digital marketing, brands increasingly rely on influencers to convey messages in a more relatable, authentic, and convincing way. TikTok stands out as a leading platform, thanks to its concise, imaginative, and highly engaging video content, which effectively influences consumers’ views, feelings, and choices regarding fashion items. Lafiye, a high end local fashion label, actively collaborates with TikTok influencers to strengthen its brand perception and spark greater consumer enthusiasm for its hijab collections. This research seeks to examine the impact of TikTok influencers on consumers’ decisions to purchase Lafiye hijab products both directly and indirectly through the mediating role of brand image. The study adopts a quantitative design, utilizing an online survey distributed to 97 active TikTok users who are already familiar with the Lafiye brand, selected via non- probability sampling. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares (PLS) approach, supported by SmartPLS software version 4.1.1. Findings reveal that TikTok influencers exert a positive and statistically significant influence on both brand image and purchase decisions. Moreover, brand image was found to significantly reinforce the link between TikTok influencers and consumers’ buying choices. Keywords:Ttiktok influencer, Brand image, Purchase decision, Digital marketing
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