MANGARAHON DONGORAN, NPM 2201100091 (2026) PENGARUH INFLUENCER MARKETING DAN PARASOCIAL INTRACTION MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK UMKM RAJA SAMBAL COBEK RANTAUPRAPAT. Tugas_Akhir(Artikel) YUME : Journal of Management, 9 (2). pp. 809-818. ISSN 2614-851X (e-ISSN)
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Abstract
Penelitian ini bertujuan untuk mengeksplorasi dampak pemasaran influencer dan keterlibatan parasosial di media sosial TikTok terkait pilihan pembelian produk kuliner UMKM Raja Sambal Cobek Rantauprapat. Investigasi ini mengadopsi metodologi kuantitatif yang dipadukan dengan kerangka deskriptif. Data dikumpulkan menggunakan kuesioner yang didistribusikan kepada 96 partisipan yang dipilih melalui purposive sampling, khususnya menargetkan konsumen yang telah melihat promosi melalui influencer TikTok dan telah membeli produk Raja Sambal Cobek dalam enam bulan terakhir. Analisis menggunakan penilaian validitas, pengecekan reliabilitas, evaluasi asumsi klasik, regresi linier berganda, uji t, uji-F, dan koefisien determinasi yang difasilitasi oleh SPSS 25. Hasil penelitian menunjukkan bahwa semua item pernyataan valid, dengan nilai r terhitung melebihi r tabel, dan instrumen terbukti reliabel dengan skor Alpha Cronbach sebesar 0,844. Secara individual, pemasaran influencer memberikan pengaruh positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi 0,456 dan tingkat signifikansi 0,000. Selanjutnya, keterlibatan parasosial juga berdampak positif dan signifikan terhadap keputusan pembelian dengan koefisien regresi 0,341 dan tingkat signifikansi 0,003. Secara kolektif, kedua variabel tersebut menunjukkan pengaruh positif dan signifikan terhadap keputusan pembelian, dibuktikan dengan nilai F yang dihitung sebesar 33,146 dan tingkat signifikansi 0,000. Nilai R Kuadrat sebesar 0,414 menunjukkan bahwa 41,4% variasi dalam keputusan pembelian dapat dijelaskan oleh pemasaran influencer dan keterlibatan parasosial, sedangkan sisanya 58,6% dipengaruhi oleh faktor lain di luar lingkup penelitian ini. Hasil ini menggarisbawahi pentingnya pendekatan pemasaran melalui influencer TikTok dan koneksi emosional audiens terhadap influencer dalam meningkatkan keputusan pembelian konsumen untuk produk UMKM kuliner. Kata Kunci : Influencer Marketing, Parasocial Interaction, Keputusan Pembelian ======================================================================= This research seeks to explore the impact of influencer marketing and parasocial engagement on TikTok social media regarding the buying choices of Raja Sambal Cobek Rantauprapat culinary MSME merchandise. The investigation adopts a quantitative methodology paired with a descriptive framework. Data was gathered using a questionnaire distributed among 96 participants selected via purposive sampling, specifically targeting consumers who had encountered promotions through TikTok influencers and had purchased Raja Sambal Cobek items within the past six months. The analysis employed validity assessments, reliability checks, classical assumption evaluations, multiple linear regression, t-tests, F-tests, and determination coefficients facilitated by SPSS 25. The findings revealed that all statement items were valid, with a computed r value exceeding the table r, and the instrument proved reliable with a Cronbach's Alpha score of 0.844. On an individual basis, influencer marketing exerted a positive and significant influence on buying decisions with a regression coefficient of 0.456 and a significance level of 0.000. Furthermore, parasocial engagement also positively and significantly impacted buying decisions with a regression coefficient of 0.341 and a significance level of 0.003. Collectively, both variables demonstrated a positive and significant effect on purchasing decisions, evidenced by a computed F value of 33.146 and a significance level of 0.000. The R Square value of 0.414 indicates that 41.4% of the variations in purchasing decisions can be accounted for by influencer marketing and parasocial engagement, while the remaining 58.6% was influenced by other factors outside the purview of this study. These results underscore the significance of marketing approaches through TikTok influencers and the emotional connection of the audience to influencers in enhancing consumer purchasing decisions for culinary UMKM products. Keywords: Influencer Marketing, Parasocial Interaction, Purchasing Decisions
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Influencer Marketing, Parasocial Interaction, Keputusan Pembelian================Influencer Marketing, Parasocial Interaction, Purchasing Decisions |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HM Sociology |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 23 Jun 2026 07:15 |
| Last Modified: | 23 Jun 2026 07:15 |
| URI: | http://repository.ulb.ac.id/id/eprint/2565 |
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