SABRINA, ALDELYA NANDA (2023) PENGARUH VIRAL MARKETING DAN PERCEIVED ADVERTISING VALUE TERHADAP PURCHASE INTENTION DENGAN ATTITUDE TOWARD BEHAVIOR SEBAGAI VARIABEL INTERVENING PADA PRODUK FASHION DI TIKTOK SHOP. Masters thesis, UNIVERSITAS MA CHUNG.
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Abstract
The use of social media marketing has created a new phenomenon in the marketing world, namely viral marketing. One example of the implementation of viral marketing in social media is TikTok. TikTok continues to develop and
innovate its application and in April 2021, TikTok launched its new feature, TikTok Shop. TikTok Shop is a new feature that business people can use to make buying and selling transactions and make it easier for consumers to shop while
viewing viral videos, advertisements, and reviews of a product. TikTok also has an advertising feature or TikTok Ads which is very effective and attracts the
attention of many corporate marketers. Advertisements can influence consumer perceptions after observing and viewing an advertisement called perceived advertising value. Viral marketing and perceived advertising value can influence
consumer attitude towards behaviour. Attitude towards behaviour can affect purchase intention. This study uses a type of quantitative research with an explanatory research approach. The selected population is TikTok Shop users.
The sample used was 349 respondents. The sampling technique used in this study is non-probability sampling. The type of non-probability sampling technique used is purposive sampling. This study uses the path analysis method. Viral marketing has a positive and significant effect on attitude towards behaviour. Perceived advertising value has a positive and significant effect on attitude towards
behaviour. Viral marketing has a positive and significant effect on purchase intention. Perceived advertising value has a positive and significant effect on purchase intention. Attitude towards behaviour has a positive and significant
effect on purchase intention as an intervening variable.
Keywords: viral marketing, perceived advertising value, attitude behavior, purchase intention, TikTok Shop.
| Item Type: | Thesis (Masters) |
|---|---|
| Additional Information: | TUGAS AKHIR |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Surya |
| Date Deposited: | 25 Oct 2024 01:59 |
| Last Modified: | 25 Oct 2024 01:59 |
| URI: | http://repository.machung.ac.id/id/eprint/196 |
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