Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Jurnal Fokus Manajemen
Tarigan, Rafidha Yasmin
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence Of Tiktok Video Quality And Posting Frequency On Consumers’ Purchase Intention Tarigan, Rafidha Yasmin; Surya, Elfitra Desy; Pane, Dewi Nurmasari
Jurnal Fokus Manajemen Vol 6 No 2 (2026): Mei
Publisher : LPPJPHKI Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jfm.v6i2.11004

Abstract

The development of social media, particularly TikTok, has encouraged the use of short videos as an effective digital marketing strategy in influencing consumer behavior. This study aims to analyze the influence of TikTok short video quality and posting frequency on consumers’ purchase intention. The research employs a quantitative approach using a survey method involving 150 respondents who are TikTok users. Data were collected through questionnaires and analyzed using multiple linear regression. The instrument quality test results indicate that all research indicators are valid and reliable. The regression analysis reveals that TikTok short video quality has a positive and significant effect on consumers’ purchase intention, and similarly, TikTok short video posting frequency also has a positive and significant effect. Simultaneously, TikTok short video quality and posting frequency are proven to have a significant effect on consumers’ purchase intention, with a coefficient of determination of 54.9 percent. These findings indicate that the combination of high-quality content and optimal posting frequency can effectively enhance consumers’ purchase intention. This study provides practical implications for businesses and digital marketers in developing integrated TikTok marketing strategies by emphasizing content quality and proper management of posting frequency..
Co-Authors , Elfitra Desy Surya Dewi Nurmasari Pane