Influencer Marketing Affects the Purchasing Decision-Making Process Through the TikTok Application

Abstract

This research consists purposes were 1. to study the components of influencer marketing that affect consumer purchasing decisions on the TikTok application and 2. to analyze the level of influence of each component on purchasing decisions. This research employed a mixed-methods approach, combining both quantitative and qualitative methods. The research instruments included questionnaires and interviews. The sample group consisted of 400 TikTok users in Maha Sarakham Province, determined using Taro Yamane’s (1973) formula with a 95% confidence level. Additionally, there were 10 key informants selected through purposive sampling. The data collected from the questionnaires were analyzed using descriptive statistics, including percentage, mean, and standard deviation, as well as multiple regression analysis. The data collected from the interviews were analyzed using content analysis. The research findings revealed that 1) The components of influencer marketing that affect consumer purchasing decisions on the TikTok application include 1.1) Trustworthiness 1.2) Expertise 1.3) Persuasiveness 1.4) Social Reach 1.5) Content Consistency and 2) Regarding the level of influence of each component on consumer purchasing decisions, trustworthiness was found to have the highest impact, with the highest mean score (x̅ = 4.62, S.D. = 0.52) Moreover, the results from the multiple regression analysis revealed that all five components together could significantly predict consumer purchasing decisions at the 0.05 level of statistical significance (R² = 0.74).