MEDIA INFLUENCERS AND BRAND IMAGE AFFECT CONSUMER BUYING INTEREST IN TIKTOK LIVE SHOP? RAFFI NAGITA STUDIES TIKTOK APPLICATION USERS IN SUBANG

Devy Widya Apriandi; Ni Made Vinolita; Shainima Islam; Gugyh Susandy; Bismantara Bismantara

Devy Widya Apriandi STIE Sutaatmadja Subang
Ni Made Vinolita STIE Sutaatmadja Subang
Shainima Islam Universitas Jenderal Soedirman Purwokerto
Gugyh Susandy STIE Sutaatmadja Subang
Bismantara Bismantara STIE Sutaatmadja Subang

Abstrak

The phenomenon of this research is the success of Raffi Nagita's Tiktok account, which has more than 13 million followers on the TikTok application and 70 million more followers on the Instagram application and won the GMV award in 2021 with an income of IDR 1.5 billion from a period of 24 hours transaction doing live on their TikTok. Raffi Nagita, a celebrity and influencer with a good image in society. The focus of this research on Tiktok Live Shop Raffi Nagita consumers in Subang Regency. This study analyzes how influencer Raffi Nagita and Brand Image influence Customer Buying Intention at Raffi Nagita's Tiktok Live Shop in Subang Regency. This research is empirical in the form of quantitative with a descriptive verification methodThe population used in this research are consumers who follow Raffi Nagita's Tiktok account live in subang city The sampling technique is the probability sampling technique with the stratified random sampling method. Primary data was collected using a questionnaire from 100 respondents, Raffi Nagita's followers, and TikTok Live Shop consumers. The results of this study indicate that Raffi Nagita's influencer and brand image influence customer buying intention with scores 62.4%, It can be interpreted that the equation in this research can influence customer buying intention by 62.4%, while 37.5% is another factor that was not examined in this research. Suggestions for future researchers are expected to add variables, develop research, and use different research methods so that the research results are more varied.

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