PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM
Article Sidebar
Main Article Content
Abstract
This study aims to understand how TikTok's viral marketing strategy affects consumers' attitudes of Tokopedia. The purpose of this study is to clarify how the viral Tokopedia video on TikTok affects users' sense of information, entertainment, irritation, and credibility. This study uses a quantitative approach with a descriptive-causal goal. In this study, purposive sampling is combined with stratified dispropotional random sampling. The number of respondents in this survey is 391 individuals. To analyze this data, use SEM-AMOS 25.0 to perform descriptive and SEM analyses. The results show that informativeness, entertainment, and credibility fall into the good category, irritation falls into the slightly unfavorable category, and consumer behavior falls into the good category. The results of the SEM analysis indicate that Credibility, Entertainment, and Informativeness have positive and significant effects.
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
APJII. (2024, February 7). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang. Https://Apjii.or.Id/Berita/d/Apjii-Jumlah-Pengguna-Internet-Indonesia-Tembus-221-Juta-Orang.
Detikcom. (2021, April 4). Cara Agar Video TikTok Masuk FYP dan Viral. Https://Inet.Detik.Com/Tips-Dan-Trik/d-5519921/Cara-Agar-Video-Tiktok-Masuk-Fyp-Dan-Viral.
Eryc. (2022). The Impact of Tik-Tok Use on Self-Expression by Generation-Z Users. Journal of Information System, Applied, Management, Accounting and Research, 6(4), 921–927. https://doi.org/10.52362/jisamar.v6i4.956
Ginee. (2021, November 9). Pengguna TikTok Indonesia Gempar, Potensi Cuan Menggelegar! Https://Ginee.Com/.
Kamal, A. F., Nobelson, N., & Supriadi, Y. N. (2023). The Influence of Online Customer Review, Customer Rating, and Viral Marketing on Purchase Decisions in Generation Z at Tokopedia. International Journal of Business, Technology, and Organizational Behavior (IJBTOB), 3(4), 2775–4936. https://ijbtob.org
Ramadhon, G. S., Fauzi, R. U. A., & Kadi, D. C. A. (2023). Analisis Pemasaran Viral, Kualitas Produk, Harga dan Live Streaming Parfum Popcorn di Marketplace TikTok terhadap Keputusan Pembelian pada Generazi Z di Madiun. Seminar Inovasi Manajemen Bisnis Dan Akuntansi (SIMBA) 5.
Rizqullah, M. R., & Indrawati, I. (2022). The Influence of Viral Marketing Through TikTok on Consumers’ Attitude at Shopee. Journal of Global Business and Management Review, 4(1), 66. https://doi.org/10.37253/jgbmr.v4i1.6369
Saadeghvaziri, F., & Hosseini, H. K. (2011). Mobile Advertising: An Investigation of Factors Creating Positive Attitude in Iranian Customers. African Journal of Business Management, 5(2), 394–404. https://doi.org/10.5897/AJBM10.431
Satryo, A. P., & Megawati, L. (2022). The Influence of Viral Marketing and Consumptive Behavior on Purchase Decisions for Camille Beauty Skincare Products (Survey of Instagram Followers). PRIMANOMICS : JURNAL EKONOMI DAN BISNIS, 20(3). https://jurnal.ubd.ac.id/index.php/ds
Saura, J. R. (2021). Using Data Sciences in Digital Marketing: Framework, methods, and performance metrics. Journal of Innovation and Knowledge, 6(2), 92–102. https://doi.org/10.1016/j.jik.2020.08.001
Tanuwijaya, J., & Mulyandi, R. (2021). Pengaruh Viral Marketing dan Turbo Marketing terhadap Keputusan Pembelian Skincare Somethinc. Sosains Jurnal Sosial Dan Sains, 1(5), 368–373. https://sosains.greenvest.co.id/index.php/sosains/article/view/81/918
Trivedi, J. (2017). The Effect of Viral Marketing Messages on Consumer Behavior. Journal of Management Research, 17(2), 84–98.
Uma Sekaran, & Roger Bougie. (2016). Research Methods For Business: A Skill-Building Approach (7th ed.). Wiley.