Articles
Published 2026-07-03
Keywords
- TikTok Influencer,
- Purchasing Decision,
- MSMEs.
How to Cite
PENGARUH INFLUENCER TIKTOK TERHADAP KEPUTUSAN PRODUK UMKM . (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/heq6nq73
Abstract
This study aims to analyze the influence of TikTok influencers on consumer purchasing decisions for Micro, Small, and Medium Enterprises (MSMEs) products in the digital era. The development of social media has made TikTok one of the most effective marketing platforms because it is able to present attractive and interactive visual content. The research method used is library research with a descriptive qualitative approach through data collection from relevant journals, books, and scientific articles. The results show that TikTok influencers play an important role in increasing brand awareness, building consumer trust, and encouraging purchasing decisions through creative and authentic content. Factors such as influencer credibility, content quality, audience engagement, and product suitability are important elements in determining promotional effectiveness. Therefore, the use of TikTok influencers can be an effective digital marketing strategy for MSMEs to expand market reach, increase sales, and strengthen business competitiveness amid rapid technological development.References
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