Pengaruh Terpaan Pesan Promosi Tiktok dan Instagram @ghealsy.id Terhadap Frekuensi Pembelian Produk (Studi Pada Akun Media Sosial Tiktok dan Instagram @ghealsy.id Malang)

The development of social media has transformed marketing communication strategies, particularly for local businesses that utilize digital platforms as promotional tools. TikTok and Instagram have emerged as two of the most widely used social media platforms, each with distinct content characteristics and user engagement patterns. This study aims to analyze the influence of digital promotion through TikTok and Instagram on the purchase frequency of Ghealsy products in Malang City and to compare the effectiveness of both platforms in driving consumer purchasing behavior.

This research employs a quantitative approach with an explanatory method. The study population consists of active followers of the TikTok and Instagram accounts @ghealsy.id who have purchased Ghealsy products. The sampling technique used is purposive sampling, involving 100 respondents. Data were collected through an online questionnaire using a Likert scale and analyzed using multiple linear regression. Data testing includes validity, reliability, classical assumption tests, and hypothesis testing using t-tests and F-tests.

The results indicate that promotion through Instagram has a significant effect on the purchase frequency of Ghealsy products, while promotion through TikTok does not have a significant partial effect. However, simultaneously, promotion through both TikTok and Instagram has a significant influence on purchase frequency. These findings suggest that Instagram is more effective in building trust and encouraging repeat purchases through consistent information delivery, while TikTok serves as a supporting medium that enhances consumers’ initial attention and interest.

This research contributes theoretically to the development of digital marketing communication studies, particularly in the application of the Elaboration Likelihood Model and Hierarchy of Effects in social media contexts. Practically, the findings can serve as a reference for MSMEs in designing more effective digital promotion strategies by optimizing the role of each social media platform according to audience characteristics.