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All Journal Journal of Business & Banking Syntax Literate: Jurnal Ilmiah Indonesia GANEC SWARA Journal of Social Science International Journal of Management Science and Information Technology (IJMSIT) Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Journal of Social Science
I GUSTI AYU LIA YASMITA
Fakultas Ekonomi Dan Bisnis Universitas Tabanan
Religion Agriculture, Biological Sciences & Forestry Humanities Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Immunology & microbiology Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Physics Social Sciences Other

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Peran TikTok sebagai Platform Promosi Digital dalam Mendorong Intensi Pembelian Produk Kuliner Lokal Ni Komang Mela Tri Utari; Esa Setiawati; Ni Luh Laksmi Rahmantari; I Putu Dharmawan Suryagita Susila Putra; I Gusti Ayu Lia Yasmita
Journal of Business & Banking Vol 15 No 2 (2025): November (2025) - April (2026)
Publisher : Universitas Hayam Wuruk Perbanas

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.14414//jbb.v15i02.5623

Abstract

This study aims to analyze the role of TikTok as a digital promotion platform in encouraging purchase intention toward local culinary products at the MSME Es Teler Tidar Sukodono. The development of digital technology has significantly transformed consumer behavior, particularly in the process of information searching and purchasing decision-making. This study employs a descriptive approach using a mixed-method design, combining qualitative data obtained through interviews and observations with quantitative data collected through questionnaires distributed to 50 respondents. The data were analyzed using descriptive percentage techniques and qualitative interpretation. The results indicate that promotion through TikTok achieved an average score of 94.24%, which falls into the “very feasible” category. This finding suggests that TikTok is effective in increasing consumer purchase intention. Furthermore, interview results reveal that engaging visual content, the use of trends, and interactive features on TikTok are able to enhance product attractiveness and influence purchasing decisions.
Co-Authors Agus Putra Mardika Esa Setiawati Handayani, Made Mulia I Putu Dharmawan Suryagita Susila Putra made taman ayuk Ni Komang Mela Tri Utari Ni Luh Laksmi Rahmantari Ni Rai Artini