Determinan Intensi Pembelian Melalui Tayangan Iklan Pada TikTok
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May 28, 2023
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Abstract
Popularitas media TikTok saat ini mampu menjadikannya menjadi salah satu media untuk beriklan. Ragam faktor pembentuk intensi pembelian atas suatu iklan menjadikan penelitian ini bertujuan untuk menganalisis intensi pembelian suatu produk atau jasa atas suatu iklan yang ditayangkan. Penelitian ini menggunakan metode kuantitatif dengan pemodelan PLS-SEM. Survey dengan menggunakan kuesioner yang didesain dengan skala Likert 1-5. Ukuran sampel pada penelitian ini sebanyak 178 pengguna TikTok di Jabodetabek. Hasil penelitian ini menjelaskan bahwa interaktivitas membentuk pengaruh terhadap motivasi hedonis pengguna TikTok. Selain itu, ekspektasi performa dan intensi pembelian dipengaruhi oleh kegunaan relevansi kegunaan TikTok itu sendiri. Hal ini juga tidak terlepas dari kebiasaan audiens menjadikan media ini sebagai sesuatu yang menghibur dan menyenangkan. Pengguna menilai TikTok sebagai media beriklan tidak hanya berperan sebagai penyampai pesan iklan satu arah saja. TikTok mampu memfasilitasi penyampaian komunikasi seperti interaksi tidak hanya antara pemberi iklan namun juga antar sesama audiens yang melihat iklan tersebut.
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LPPM Politeknik Piksi Ganesha Indonesia
How to Cite
Christian, M., & Indriyarti, E. R. (2023). Determinan Intensi Pembelian Melalui Tayangan Iklan Pada TikTok. Jurnal E-Bis, 7(1), 169-186. https://doi.org/10.37339/e-bis.v7i1.1176
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Girsang, L. R., Situmeang, I. V. O., & Christian, M. (2022). Influence of Information and Knowledge towards Attitude in Receiving Vaccines. Jurnal ASPIKOM, 7(1), 112–127. https://doi.org/10.24329/aspikom.v7i1.946
Hair et al. (2014). Multivariate Data Analysis (7th ed.). Pearson Education Limited.
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
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Indriyarti, E. R., Christian, M., Yulita, H., Aryati, T., & Arsjah, R. J. (2023). Digital Bank Channel Distribution: Predictors of Usage Attitudes in Jakarta’s Gen Z. Journal of Distribution Science, 21(2), 21–34. https://doi.org/10.15722/jds.21.02.202302.21
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