33 Inovbiz: Jurnal Inovasi Bisnis 9 (2021) 33-39 Inovbiz Website: www.ejournal.polbeng.ac.id/index.php/IBP Email: inovbiz@polbeng.ac.id SOCIAL MEDIA AND VIRAL MARKETING ANALYSIS OF PURCHASE DECISIONS THROUGH TIKTOK APPLICATIONS Aulia Asri Fawwazi Haryanto 1 ,*, Kokom Komariah 2 ,R Deni Muhammad Danial 3 1,2,3 Universitas Muhammadiyah Sukabumi, Kota Sukabumi, Jawa Barat, 43111. aulia.asri.fh@gmail.com 1. Introduction The rapid development of science and technology has an influence on the development of industry or business in various fields, including how to promote or market products in a company in order to increase sales or increase consumer interest in their products. From year to year internet users in Indonesia are increasing so that internet users are increasingly accessing social media, which in turn causes entrepreneurs to start using social media as a media campaign to market their products (Pirdaus, et al., 2020). Since the outbreak of the Covid-19 Virus at the beginning of 2020, Social media is one of the media that is increasingly being used as a tool to promote a business or a means of source of information for a business, Indonesia is one of the countries that uses social media quite often. Based on the results of Hootsuite's Wearesocial research in 2020, it was stated that there were 175.4 million internet users in Indo-nesia (Hasiholan, et al., 2020). Comparison be-tween 2019 and 2020 there is an increase in social media users by 17% or 25 million social media users in Indonesia. Based on the total population of Indonesia, which is 272.1 million people, it means that 64% and half of Indone-sia's population has experienced access to cy- berspace. Internet users are on average aged 16 to 64 years, each of whom owns or uses var-ious types of devices, including mobile phones (96%), smartphones (94%), non-smartphone mobile phones (21%), laptops or desktop com-puters (66%), tablets (23%), users or game con-soles (16%), to virtual reality devices (5.1%). It is known that currently there are 338.2 million In- donesians who own cell phones. It is known that there are 160 million active users of social me-dia (medsos). Currently, there are several social media applications that are often used by Indo- nesian internet users from the top, namely Tik- Tok, YouTube, WhatsApp, Zoom, Facebook, Instagram, Twitter, Line, FB Messenger, LinkedIn, Pinterest, Snapchat, Skype, Tumblr, Reddit, Sina Weibo and many more (Haryanto, 2020). Social media users from year to year in In- donesia are increasing so that the increasing number of internet users accessing social me-dia, it is not surprising that entrepreneurs are increasingly interested in using social media as a means to market their products, thereby in- creasing online purchasing decisions through various social media. There are several ways that a company does in promoting its products by utilizing current social media technology (commonly called e-marketing), namely, there are those who use the "influencer endorsement" method which pays an influencer to promote their ARTICLE INFO Received: (diisi oleh editor) Received in revised: (diisi oleh editor) Accepted: (diisi oleh editor) Published: (diisi oleh editor) Open Access The purpose of this study was to determine the effect of social media and viral marketing on purchase decisions through tiktok apps. The method used in this research is descriptive method and associative method with a quantitative approach. The sampling technique in this study used non-probability sampling with purposive sampling type, and in this case only 190 respondents. The data analysis technique used is multiple linear regression analysis, including the coefficient of determination test, multiple correlation coefficient, simultaneous test (F test) and partial test (T test). The results of the study, using the F test the probability value of sig. 0.00 < 0.05 which means that together social media and viral marketing have a significant influence on purchase decisions. While the t test shows that social media has a significant influence on purchase decisions and viral marketing has a significant influence on purchase decisions. Keywords: Social Media, Viral Marketing, Purchase Decisions