The influence of social media marketing, consumer reviews, and brand image on purchasing decisions

Seikha Nabilla · Edy Purwo Saputro

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Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

This study explores the impact of social media marketing and online consumer reviews on purchasing decisions, with brand image as a mediating variable on TikTok. The research, conducted with 100 respondents who were active students in Indonesia and had made purchases via TikTok, used a quantitative approach and purposive sampling. Data analysis applied Structural Equation Modeling (SEM) with the Partial Least Squares (PLS) method. The findings indicate that social media marketing and online consumer reviews both positively and significantly affect purchasing decisions and brand image. Furthermore, brand image plays a key role by mediating the relationship between social media marketing, online consumer reviews, and purchasing decisions. This study enriches existing literature by highlighting social media marketing and consumer reviews as essential factors shaping brand perception and purchasing behavior on TikTok. It supports the Theory of Planned Behavior (TPB), which emphasizes that attitudes, subjective norms, and perceived behavioral control influence consumer actions. From a practical standpoint, businesses can enhance their brand image and drive consumer decisions on TikTok by creating interactive, engaging content.

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2022Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator 2019Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price 2020PENGARUH CONSUMER ONLINE RATING DAN REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA MARKETPLACE TOKOPEDIA 2022Pengaruh brand ambassador dan brand image terhadap keputusan pembelian di shopee dengan mediasi brand awareness 2020PERAN BRAND IMAGE MEMEDIASI SOCIAL MEDIA MARKETING TERHADAP KEPUTUSAN PEMBELIAN 2023THE APPLICATION OF THEORY OF PLANNED BEHAVIOR AND PERCEIVED VALUE ON ONLINE PURCHASE BEHAVIOR 2022Pengaruh social media marketing, product quality, dan store atmosphere terhadap purchase intention dengan brand image sebagai variabel mediasi pada coffee shop di Aceh 2022PENGARUH SOSIAL MEDIA MARKETING INSTAGRAM, BRAND IMAGE, DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN PADA MS GLOW (STUDI KASUS PADA KONSUMEN DISTRIBUTOR MS GLOW PANAKUKKANG DI KOTA MAKASSAR)

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