Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Jurnal Ilmu Manajemen
Arya, Sun Mukti
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 
Pemasaran Melalui Media Sosial di TikTok: Apakah Waktu dan Tipe Konten Memengaruhi Tingkat Keviralan? Arya, Sun Mukti; Wahid, Risqo; Purnamasari, Endah Dewi
Jurnal Ilmu Manajemen Vol 12, No 1 (2022): Jurnal Ilmu Manajemen
Publisher : Universitas muhammadiyah palembang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32502/jimn.v12i1.4439

Abstract

This study aims to analyze the effects of posting time (i.e., days) and content characteristics on customer engagement (i.e., likes, shares, and comments) on TikTok. The total dataset was 815 posts collected from 9 culinary business accounts which products are on TikTok and offered to Indonesian consumers. Data were collected using content analysis and analyzed using negative binomial regression on SPSS. The results show that posting times and content characteristics have varying effects on likes, shares, and comments on TikTok. This research extends social media marketing and content marketing literatures through the discussion of TikTok as a short-video based social media platform. Practically, insights from this study can assist Indonesian businesses in maximizing the performance of their social media marketing and content marketing strategies.
Co-Authors Endah Dewi Purnamasari Wahid, Risqo