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All Journal Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika RJABM (Research Journal of Accounting and Business Management) IKRA-ITH EKONOMIKA JURNAL PEMASARAN KOMPETITIF Enrichment : Journal of Management Jurnal Orientasi Bisnis dan Entrepreneurship International Journal of Social and Management Studies (IJOSMAS) Jurnal Abdimas Ekonomi dan Bisnis Jurnal Administrasi Bisnis (J-Adbis) Jurnal Abdi Masyarakat Multidisiplin Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Pariwisata, Bisnis Digital dan Manajemen
Isnurrini hidayat, Isnurrini
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Religion Humanities Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Social Sciences Other

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PENGARUH TEKNIK PERIKLANAN DAN DAYA TARIK VISUAL TERHADAP KEPUTUSAN PEMBELIAN KAVAWEAR DI TIKTOK SHOP Hasan, Fuad; Susilowati, Isnurrini Hidayat; Widiyanti, Wiwik
Jurnal Maneksi (Management Ekonomi Dan Akuntansi) Vol. 15 No. 2 (2026): Jurnal Maneksi (Management Ekonomi Dan Akuntansi)
Publisher : Politeknik Negeri Ambon

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31959/jm.v15i2.3827

Abstract

Introduction: This study aims to examine and analyze the influence of advertising techniques and visual advertising appeal on the purchasing decisions of Kavawear clothing products on the TikTok Shop platform among consumers in Tangerang City. Methods: This research is a quantitative study involving 135 respondents selected through a non-probalility convenience sampling technique. Data were gathered using structured questionnaires and processed through multiple linear regression analysis, including validity, reliability, and classical assumption tests using SPSS version 23.0 software. Results: The partial analysis results show that advertising techniques significantly influence purchasing decisions with a t-count of 14.783 > 1.978. Furthermore, visual advertising appeal also has a significant effect with a t-count of 13.623 > 1.978. simultaneously, both variables show a significant impact (F-count 195.623 > 3.06) and contribute 74.4% to the variation in purchasing decisions, while the remaining 25.6% is influenced by other factors. Conclusion and suggestion: This research concludes that the synergy between clear advertising messages and high visual aesthetics is essential in driving consumer conversion on social commerce platforms. Brand managers are encouraged to focus on both informative content and visual quality to optimizr sales performance. Keywords: Advertising Techniques, Kavawear, Purchase Decision, TikTok Shop, Visual Appeal
Co-Authors Alvina, Alda Dwi Anggraini, Rahma Budiman, Rahma Nur Aulia Cahyani, Chika Cipta, Ramdhina Dewi, Verawati Enok Tuti Alawiah Fadillah, Nanda Nur Fathoni, Vika Rizky Fauzi, Sulistia Febrianti, Pani Ferdiansyah, Ryan Fuad Hasan Hari Gursida Hasanudin Hasanudin Herlin Widasiwi Setianingrum Hira, Rosa Janatul Imelda Sari Inayatuzzahra, Syifa Jullistia, Vriska Naya Lorenza, Uyung Martinus Tukiran Muharam, Hari Nurmala, Putri Pani Febrianti Putra, Akhmad Fauzan Des Rahman, Alliza Lia RANI RANI, RANI Ratnawaty Marginingsih Rosento Saadah, Dedeh Siboro, Muhammat Delisae Syahrir Syahrir Wiwik Widiyanti, Wiwik