Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Economics, Business and Innovation Research
Dinara Safina Akmalia
Faculty of Business and Economics, Islamic University of Indonesia.
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Factors Of Advertising Value Through Advertising Attitude And Purchase Intention On Tik-Tok Social Media Dinara Safina Akmalia; Erlita Ridanasti
International Journal of Economics, Business and Innovation Research Vol. 3 No. 04 (2024): July, International Journal of Economics, Business and Innovation Research (IJ
Publisher : Cita konsultindo

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Abstract

This study focuses on analyzing how credibility, information, entertainment, and irritation in advertisements influence the attitudes and purchasing decisions of TikTok users in Indonesia. The research employs a quantitative approach and gathers data from 224 respondents who actively use TikTok. The findings indicate that advertising factors such as credibility, information, entertainment, and irritation have a positive and significant impact on attitudes and purchasing decisions. This research provides beneficial insights for marketers and entrepreneurs in formulating effective marketing strategies on TikTok.
Co-Authors Erlita Ridanasti