The Role of Media and the Effectiveness of Influencer Marketing on Customer Behavior in Digital Business
DOI:
https://doi.org/10.26740/jdbim.v5i1.74045Keywords:
Digital Marketing, Tiktok, Consumer Behavior, Influencer Marketing, social mediaAbstract
This study examines the influence of Digital Media Role and Influencer
Marketing on Consumer Behavior within the context of TikTok, one of the
most prominent short-video platforms shaping contemporary digital
consumption patterns. Using a quantitative approach, data were generated
from 150 respondents to analyze how TikTok’s algorithmic features and
influencer credibility jointly affect user decision-making. Reliability and
validity analyses confirmed strong internal consistency across all
constructs. Descriptive results indicated generally positive perceptions
toward TikTok’s media affordances and influencer content. Regression
analysis revealed that both Digital Media Role (X1) and Influencer Marketing
(X2) significantly and positively influenced Consumer Behavior (Y),
explaining 40% of the variance in behavioral outcomes. The balanced effect
sizes indicate that platform-level stimuli and influencer-driven cues
contribute equally to shaping user responses. These findings support the
theoretical assumptions of the Stimulus–Organism–Response (S-O-R)
framework and align with the AIDA model, highlighting how attention,
perceived relevance, and credibility collectively drive behavioral
engagement. This study contributes to the growing body of digital marketing
literature by demonstrating the dual-channel persuasion mechanism
inherent in TikTok’s environment. Practical implications suggest that brands
should optimize both algorithmic visibility and influencer partnerships to
effectively influence consumer behavior. Future research may include
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