Analisis Pengaruh Iklan Video TikTok Terhadap Perilaku Dan Minat Membeli Produk (Studi Kasus Finansian)

Wahyono, Akbar (2023) Analisis Pengaruh Iklan Video TikTok Terhadap Perilaku Dan Minat Membeli Produk (Studi Kasus Finansian). Other thesis, Institut Teknologi Sepuluh Nopember Surabaya.

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Abstract

Dalam membangun sebuah bisnis perlu adanya penerapan strategi pemasaran, salah satunya adalah iklan. Dimana iklan dapat memperluas jangkauan dari sebuah barang atau jasa yang dipasarkan. Finansian menerapkan strategi pemasaran dengan melakukan iklan pada platform TikTok atau yang dikenal dengan TikTok ads. Tujuan dari penelitian ini adalah menganalisis pengaruh konten iklan video emotional, entertaining, dan informative terhadap perilaku konsumen dan niat beli produk Finansian. Pada penelitian ini responden disajikan sebuah konten iklan video yang yang pernah ditampilkan oleh Finansian melalui TikTok ads. Data dikumpulkan secara online dari 218 responden. Data diuji menggunakan Partial-Least Square-Structural Equation Modelling (PLS-SEM) dengan menggunakan software SMART-PLS 4. Hasil penelitian menunjukkan bahwa konten emotional tidak mempengaruhi perilaku dan niat beli produk Finansian. Lalu konten iklan video entertaining dan informative mempengaruhi perilaku dan niat beli produk milik Finansian. Implikasi yang dapat diberikan kepada pihak Finansian dan online seller lainnya adalah memperhatikan kembali isi konten yang akan dipakai sebagai bahan periklanan, dan membuat iklan spesifik untuk usia tertentu guna mempertajam bahasa iklan
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In building a business, it is necessary to apply a marketing strategy. one of which is advertising. Where advertising can expand the reach of a product or service being marketed. Finansian implement a marketing strategy by advertising on the TikTok platform, also known as TikTok ads. The purpose of this research is to analyze the effect of emotional, entertaining, and informative video advertising content on consumer behavior and purchase intention of Finansian products. In this study, respondents were presented with video advertising content that had been displayed by Finansian via TikTok ads. Data was collected online from 218 respondents. Data was tested using Partial-Least Square-Structural Equation Modeling (PLS-SEM) using SMART-PLS 4 software. The results showed that emotional content does not affect behavior and purchase intentions of Finansian products. Then entertaining and informative video advertising content influences behavior and purchase intentions of Finansian products. The implication that can be given to Finansian parties and other online sellers is to pay more attention to the content that will be used as advertising material and create specific advertisements for certain ages in order to sharpen the advertising language

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Kata Kunci: Emosional, Entertaining, Informatif, Perilaku Konsumen, Niat Beli Keywords: Emotional, Entertaining, Informative, Consumer Behavior, Purchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing.
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Akbar Wahyono
Date Deposited:	03 Feb 2023 07:07
Last Modified:	03 Feb 2023 07:07
URI:	http://repository.its.ac.id/id/eprint/96113

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