Putri, Olivia (2026) Pengaruh Konten Tiktok dan Influencer Terhadap Keputusan Membeli Produk Glad2glow (Studi Kasus Mahasiswa Di Pekanbaru). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine and analyze the influence of TikTok content and influencers on the decision to purchase Glad2Glow products among students in Pekanbaru. The population in this study were students who learned about Glad2Glow products through the social media TikTok. The sample was determined using a non-probability sampling technique with a purposive sampling method. The criteria for respondents are active students in Pekanbaru who belong to generation Z (aged 18–24 years), have seen Glad2Glow product review content, have purchased the product, and have provided comments or recommendations regarding Glad2Glow products. The number of samples in this research was 100 respondents. Data collection was carried out by distributing questionnaires online using Google Form. The data analysis technique used is descriptive analysis and quantitative analysis with the help of the SPSS version 26 program. The research results show that partially TikTok content has a positive and significant influence on purchasing decisions, and influencers also have a positive and significant influence on purchasing decisions. Simultaneously, TikTok content and influencers have a positive and significant influence on the decision to purchase Glad2Glow products among students in Pekanbaru.

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