Tujuan penelitian ini adalah untuk mengetahui pengaruh influencer marketing terhadap purchase intention, pengaruh viral marketing terhadap purchase intention,
pengaruh online customer review terhadap purchase intention, moderasi online customer review pada pengaruh influencer marketing terhadap purchase intention, dan moderasi online customer review pada pengaruh viral marketing terhadap purchase intention pengguna aplikasi TikTok Shop pada produk fashion di Kabupaten Kuningan. Metode yang digunakan yaitu metode survey dengan pendekatan analisis deskriptif korelasional. Populasi penelitian adalah seluruh pengguna aplikasi TikTok Shop pada produk fashion di Kabupaten Kuningan. Teknik pengambilan sampel menggunakan simple random sampling dan rumus Lemeshow sehingga jumlah sampel sebanyak 384 orang. Teknik pengumpulan data menggunakan angket model rating scale yang dianalisis melalui analisis regresi moderasi. Berdasarkan hasil penelitian dapat diketahui bahwa influencer marketing berpengaruh positif secara signifikan terhadap purchase intention, viral marketing berpengaruh positif secara signifikan terhadap purchase intention, online customer review berpengaruh positif secara signifikan terhadap purchase intention, online customer review memoderasi pengaruh influencer marketing terhadap purchase intention, dan online customer review memoderasi pengaruh viral marketing terhadap purchase intention.

This study aims to examine the effect of influencer marketing and viral marketing on purchase intention, the effect of online customer reviews on purchase intention, the moderating role of online customer reviews on the effect of influencer marketing on purchase intention, and the moderating role of online customer reviews on the effect of influencer marketing on purchase intention among TikTok Shop application users for fashion products in Kuningan Regency. This research employed a survey method with a descriptive correlational analysis approach. The population consisted of all TikTok Shop application users for fashion products in Kuningan Regency. The sampling technique used was simple random sampling, with the sample size determined used the Lemeshow formula, resulting in 384 respondents. Data were collected used a questionnaire based on a rating scale model and analyzed used moderated regression analysis. The results indicate that influencer marketing had a significant positive effect on purchase intention, viral marketing had a significant positive effect on purchase intention, online customer reviews had a significant positive effect on purchase intention, online customer reviews significantly moderate on the effect of influencer marketing on purchase intention, and online customer reviews significantly moderate on the effect of viral marketing on purchase intention.