LITERASI KEUANGAN MEMODERASI VIRAL MARKETING, CITRA MEREK, PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN FASHION DI TIKTOK SHOP
DOI:
https://doi.org/10.51878/academia.v6i2.10662Keywords:
Viral Marketing, Citra Merek, Persepsi Harga, Literasi Keuangan, Keputusan PembelianAbstract
ABSTRACT
This research was conducted in response to the inconsistency between the extensive use of viral marketing strategies on TikTok Shop and actual consumer purchasing behavior, indicating that viral content does not always lead to buying decisions. Previous studies have generally focused on the direct effects of marketing factors on purchasing decisions, with limited attention given to the moderating role of financial literacy within the TikTok Shop context. Therefore, this study offers a new perspective by incorporating financial literacy as a moderating variable. The study aimed to examine the influence of viral marketing, brand image, and price perception on purchasing decisions among students of the Faculty of Economics and Business at Universitas Negeri Semarang, while also analyzing the moderating effect of financial literacy. Using a quantitative survey approach, data were collected from 377 respondents. The findings revealed that viral marketing did not significantly affect purchasing decisions. Conversely, brand image exerted a significant positive effect, whereas price perception negatively influenced purchasing decisions (p < 0.05). Furthermore, financial literacy was not found to moderate the effects of viral marketing and brand image, although it strengthened the association between price perception and purchasing decisions. These results suggest that consumers tend to make purchasing decisions based more on rational considerations, particularly related to brand credibility and price evaluation, rather than relying solely on viral promotional exposure. Moreover, the inclusion of financial literacy as a moderating variable in TikTok Shop digital marketing research offers additional insight into consumer behavior within the contemporary digital economy.
ABSTRAK
Penelitian ini dilatarbelakangi oleh ketidaksesuaian antara tingginya intensitas pemasaran digital berbasis viral pada platform TikTok Shop dengan keputusan pembelian konsumen. Kondisi tersebut menunjukkan bahwa tidak semua strategi pemasaran viral mampu memengaruhi keputusan pembelian secara efektif. Selain itu, penelitian sebelumnya lebih banyak mengkaji pengaruh langsung variabel pemasaran tanpa mempertimbangkan literasi keuangan sebagai variabel moderasi dalam konteks TikTok Shop. Fokus utama penelitian ini adalah mengidentifikasi keterkaitan antara viral marketing, citra merek, dan persepsi harga dengan keputusan pembelian mahasiswa, sekaligus menelaah kemampuan literasi keuangan dalam memoderasi hubungan antarvariabel pada mahasiswa Fakultas Ekonomika dan Bisnis Universitas Negeri Semarang. Penelitian ini menerapkan metode kuantitatif dengan pendekatan survei yang melibatkan 377 responden. Temuan penelitian mengindikasikan bahwa viral marketing tidak memberikan pengaruh berarti terhadap keputusan konsumen dalam melakukan pembelian. Di sisi lain, citra merek terbukti memiliki pengaruh positif dan signifikan, sementara persepsi harga menunjukkan pengaruh negatif signifikan terhadap keputusan pembelian dengan nilai signifikansi p < 0,05. Literasi keuangan tidak memoderasi pengaruh viral marketing dan citra merek, tetapi memperkuat pengaruh persepsi harga terhadap keputusan pembelian. Hasil penelitian menyimpulkan bahwa konsumen cenderung menentukan keputusan pembelian berdasarkan aspek rasional, terutama citra merek dan pertimbangan harga, dibandingkan hanya dipengaruhi popularitas konten viral. Selain itu, penelitian ini memperlihatkan bahwa penerapan literasi keuangan sebagai variabel moderasi dalam pemasaran digital melalui TikTok Shop memberikan perspektif baru untuk menjelaskan perilaku konsumen di era ekonomi digital.
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