PENGARUH DUKUNGAN SELEBRITI (CELEBRITY ENDORSEMENT) DAN PROMOSI TERHADAP KEPUTUSAN PEMBELIAN MELALUI TIKTOK SHOP PADA GENERASI Z (STUDI KASUS PENGGUNA TIKTOK SHOP DI SUKABUMI)

The development of sophisticated technology has an impact on human behavior and changes consumer behavior regarding online shopping decisions. Technology in the economic field is designed to make it easier for potential consumers to shop online because it is considered more effective and efficient. This study aims to analyze celebrity endorsement and promotion on purchasing decisions through TikTok Shop in generation z. This research focuses on TikTok Shop users aged 18-27 years. This research approach is quantitative. The number of samples used in this study were 100 respondents. The sample was taken using purposive sampling technique. In this study, data analysis was carried out using Statistical Product and Service Solution (SPSS) version 25. The results of the analysis in this study indicate that (1) celebrity endorsement has a positive effect on purchasing decisions, (2) promotion has a positive effect on purchasing decisions, (3) celebrity endorsement and promotion have a positive effect on purchasing decisions. The influence of the two becomes complementary, increasing the attractiveness and credibility of the product more effectively.

Keywords: Celebrity Endorsement, Promotion, Purchase Decision, TikTok Shop