THE INFLUENCE OF VIDEO MARKETING ON TIKTOK TOWARDS BRAND ATTITUDE AND PURCHASE INTENTION (CASE STUDY: LOMBACADEMY)

• Main Author: Fauziah Hermawan, Shifa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75507
• Institution: Institut Teknologi Bandung

TikTok's video marketing holds a big potential for businesses as it represents the future of advertising. This platform has rapidly gained worldwide popularity and has become a prominent method for promoting products and services. Indonesian businesses are drawn to the phenomenon of video marketing, but many remain unaware of its strategic importance due to its relative newness in the market. Using the PLS SEM, this study has the purpose of defining a strategic IMC on video marketing dimension TikTok and evaluating its impact for the educational industry on consumer brand attitude and purchase intention. A total of 204 respondents students across Indonesia participated in an online questionnaire as part of the quantitative approach. Three video marketing dimensions, namely Interesting Content, Scene-based Experience, and User-Participation Interaction, were analyzed using the mediation variable of Brand Attitude. The findings of the study reveal that the dimensions of Interesting Content, Scene-based Experience, and User- Participation Interaction significantly impact Brand Attitude and Purchase Intention, and an increase in Brand Attitude also influences Purchase Intention. Eventually, the insight from this research may help companies to create a promotion strategy and become more profitable especially in the educational industry.