TikTok Promotions and Brand Image as Determinants of Purchase Decisions for JFLOAT BakeHouse

Velika Martina Kiroyan; Tineke Wolok; Mohamad Agus Salim Manoarfa

doi:10.63922/ijebir.v5i06.6892

Velika Martina Kiroyan Faculty of Economics and Business, Gorontalo State University
Tineke Wolok Faculty of Economics and Business, Gorontalo State University
Mohamad Agus Salim Manoarfa Faculty of Economics and Business, Gorontalo State University

DOI: https://doi.org/10.63922/ijebir.v5i06.6892

Keywords: Social Media Promotion, TikTok, Brand Image, Purchase Decisions, JFLOAT BakeHouse

Abstract

This study aims to analyze the influence of TikTok social media promotions and brand image on purchasing decisions for JFLOAT BakeHouse products in Gorontalo City. The study employs a quantitative approach using a survey method. The study population consists of 12,780 JFLOAT BakeHouse consumers who made purchases between 2022 and 2024. The sample was determined using purposive sampling based on Yamane’s formula, resulting in 100 respondents. Data were collected through observation, questionnaires, and interviews, then analyzed using multiple linear regression with the aid of SPSS. The results indicate that social media promotion has a positive and significant effect on purchasing decisions. Brand image also has a positive and significant effect on purchasing decisions. Simultaneously, social media promotions and brand image have a positive and significant effect on the purchase decision for JFLOAT BakeHouse products in Gorontalo City. Social media promotions—through content creation, content sharing, connecting with consumers, and community building—are able to increase consumer interest and provide information to consumers. Meanwhile, brand image strengthens perceptions, trust, and product value in the purchase decision-making process. Based on these results, TikTok social media promotion and brand image are factors related to JFLOAT BakeHouse consumers’ purchasing decisions. This study is expected to serve as a basis for consideration in developing promotional activities and strengthening brand image. Strengthening these two aspects can support the delivery of product information to consumers in a more engaging manner.

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