Analysis of factors Influencing Consumer Perception Through Social Media TikTok

Abstract

The purpose of this study is to determine the impact of influencer, word of mouth, brand image and social media marketing activities on consumer perception. This study is a quantitative research. This study employs multiple linear regression analysis which 349 respondents for a sample. The sampling method is purposive sampling and used questionnaire to collecting data. The data analysis technique uses by SPSS 22 software. The results of this research that variable influencer, brand image and social media marketing activities have a positive effect on consumer perception. Then variable word of mouth does not have a positive effect on consumer perceptions. The adjusted-R value is 0,607, which means that the variable influencer, word of mouth, brand image and social media marketing activities can explain 60,7 percent of the consumer perception. While the remaining 39,3% is influenced by other variables not examined in this study.