PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM
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 u...
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| Format: | Article |
| Language: | Indonesian |
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Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya
2024-08-01
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| Series: | Jurnal Performa |
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| Online Access: | https://journal.uc.ac.id/index.php/performa/article/view/4920 |
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| _version_ | 1849222930712494080 |
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| author | Rismayana Rys Leon Agustian Salim Sefryanto |
| author_facet | Rismayana Rys Leon Agustian Salim Sefryanto |
| author_sort | Rismayana Rys |
| collection | DOAJ |
| description |
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.
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| format | Article |
| id | doaj-art-e3cf2ca726224e5cac821291ba85899f |
| institution | Kabale University |
| issn | 2527-4635 |
| language | Indonesian |
| publishDate | 2024-08-01 |
| publisher | Lembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra Surabaya |
| record_format | Article |
| series | Jurnal Performa |
| spelling | doaj-art-e3cf2ca726224e5cac821291ba85899f2025-08-26T02:02:11ZindLembaga Penelitian dan Pengabdian kepada Masyarakat Universitas Ciputra SurabayaJurnal Performa2527-46352024-08-019210.37715/jp.v9i2.4920PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAMRismayana Rys0Leon Agustian SalimSefryantoUniversitas Internasional Batam 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. https://journal.uc.ac.id/index.php/performa/article/view/4920Viral MarketingInformativenessEntertainmentIrritationCredibilityConsumers' Attitude |
| spellingShingle | Rismayana Rys Leon Agustian Salim Sefryanto PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM Jurnal Performa Viral Marketing Informativeness Entertainment Irritation Credibility Consumers' Attitude |
| title | PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM |
| title_full | PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM |
| title_fullStr | PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM |
| title_full_unstemmed | PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM |
| title_short | PENGARUH VIRAL MARKETING TOKOPEDIA MELALUI TIKTOK TERHADAP PERILAKU KONSUMEN GEN Z DI KOTA BATAM |
| title_sort | pengaruh viral marketing tokopedia melalui tiktok terhadap perilaku konsumen gen z di kota batam |
| topic | Viral Marketing Informativeness Entertainment Irritation Credibility Consumers' Attitude |
| url | https://journal.uc.ac.id/index.php/performa/article/view/4920 |
| work_keys_str_mv | AT rismayanarys pengaruhviralmarketingtokopediamelaluitiktokterhadapperilakukonsumengenzdikotabatam AT leonagustiansalim pengaruhviralmarketingtokopediamelaluitiktokterhadapperilakukonsumengenzdikotabatam AT sefryanto pengaruhviralmarketingtokopediamelaluitiktokterhadapperilakukonsumengenzdikotabatam |