The Role of Digital Marketing in Decision Making Buying Fashion Products on TikTok Study on Students of Fisip Islamic University of Makassar

Abstract

This study aims to examine the role of digital marketing as perceived by students toward fashion products on TikTok and to identify the factors influencing students' purchasing decisions in the implementation of digital marketing on the platform. This research employed a qualitative approach with a descriptive research design. The informants consisted of 30 students from the Faculty of Social and Political Sciences (FISIP), Universitas Islam Makassar, selected using a purposive sampling technique based on the criteria that they actively use TikTok and have viewed or purchased fashion products through the platform. Data were collected through in-depth interviews, documentation, and field notes, which includes data reduction, data display, and conclusion drawing. The findings indicate that students perceive digital marketing through TikTok as an effective medium for promotion, communication, and information dissemination in introducing fashion products. Creative content, attractive visuals, TikTok Shop features, live streaming, and influencer promotions increase students' interest, build trust, and help them obtain product information before making purchasing decisions. In addition, students' purchasing decisions are influenced by several factors, including the quality of product information, the attractiveness of marketing content, influencer endorsements, product prices, consumer reviews and testimonials, and fashion trends on TikTok. The study concludes that digital marketing through TikTok plays a significant role in shaping purchasing decisions for fashion products among students of the Faculty of Social and Political Sciences, Universitas Islam Makassar. Nevertheless, students still consider their needs, product quality, and price suitability before deciding to make a purchase.