ANALYSIS OF THE INFLUENCE OF PRODUCT, CONTENT CREATOR, CONTENT, AND MARKETING ON USERS INTEREST IN PRODUCT MARKETING ON TIKTOK

• Main Author: Devivarlianti, Novellya
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76413
• Institution: Institut Teknologi Bandung

The growth of social media users in Indonesia has increased along with technological advancements. The COVID-19 pandemic has transformed social media's initial purpose into a platform for buying and selling, known as social commerce. TikTok is one of the short-video-based social commerce platforms preferred by the community, enabling more interactive buying and selling experiences. Liking a marketing video on TikTok requires careful consideration based on specific factors influencing user decisions. These factors include the product, content creator, content itself, and marketing strategy. This study aims to construct a mathematical model of the influence of products, content creators, content, and marketing strategies on user decisions on TikTok. The modeling is established to determine the factors affecting user decisions on TikTok using Multiple Linear Regression. In this study, the independent variables are assumed to be the product, content creator, content, and marketing strategy, while the dependent variable is the user's decision to like a marketing video on TikTok. The research begins by reviewing the factors influencing the dependent variable, followed by data collection using a 5-point Likert scale questionnaire. Descriptive statistics are computed from the questionnaire results. Subsequently, the data undergo validity and reliability tests to ensure the questions' suitability for respondents. Multiple linear regression is performed by combining the four dependent variables into multiple linear regressions with two, three, and four independent variables. A multiple linear regression model with the highest R Square Adjusted value is obtained. This model is then tested using classic assumption tests. Based on the multiple linear regression results, the mathematical model obtained is ???? = ?0.895 + 0.662 ???? 2 + 0.366 ???? 4, with the most influential factors being the content creator and marketing strategy