Purchase Intention Short Video Marketing Tiktok: Studi Pada Boy Group BTS Tokopedia
DOI:
https://doi.org/10.35797/jab.v12.i1.27-40Keywords:
Kewirausahaan, PemasaranAbstract
Efektivitas sosial media TikTok sebagai pemasaran video pendek dan meningkatnya performa video pendek Tokopedia dan BTS di TikTok pada kampanye WIB spesial ulang tahun Tokopedia ke-12 sangat bertolak belakang dengan menurunnya daya beli konsumen di Indonesia karena dampak dari pandemi covid-19. Dengan fenomena tersebut maka tujuan dalam penelitian ini adalah untuk menganalisis pengaruh variabel interesting content, scenario-based experience, user participant interaction, perceived usefulness, playfulness, the involvement of celebrity, consumer brand attitude terhadap online purchase intention. Model penelitian ini dimodifikasi dari penelitian sebelumnya dengan menambahkan dimensi video pendek dan variabel consumer purchase intention. Penelitian ini dilakukan dengan jumlah subjek sebanyak 455 responden dengan cara purposive sampling. Pengumpulan data dilakukan dengan kuesioner skala likert 1-5 yang disebarkan secara online dan diolah dengan metode PLS-SEM 3.3.3. Hasil penelitian menjelaskan pengaruh hubungan positif yang kuat secara langsung dari mediasi consumer brand attitude terhadap consumer purchase intention. Selanjutnya, pengaruh positif dari interesting content, scenario-based experience dan user participacion interaction terhadap consumer brand attitude. Dan, pengaruh positif perceived usefulness, playfulness, the involvement of celebrity terhadap online purchase intention. Penelitian terdapat implikasi manajerial dan dapat dikembangkan untuk penelitian selanjutnya.References
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