PENGARUH SOCIAL MEDIA MARKETING DAN SOCIAL MEDIA INFLUENCER TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI SEBAGAI VARIABEL INTERVENING (Studi Pada Konsumen Produk Fashion Deliwafastore di Tiktok)

This study aims to determine the effect of social media marketing and social media influencers on purchasing decisions through buying interest in Deliwafastore. The analysis method in this study uses path analysis using SPSS 25.0 software. The method used was purposive sampling with a sample size of 150 respondents. The results showed that for direct influence there is a significant positive effect of social media marketing on purchasing decisions, social media influencers affect purchasing decisions, social media marketing affects buying interest, social media influencers affect buying interest, buying interest affects purchasing decisions. For the indirect effect of social media marketing on purchasing decisions through purchase intention, and social media influencers affect purchasing decisions through purchase intention.