Pengaruh Consumer Engagement Dalam Memediasi Interactivity dan Vividness Konten Marketing Tiktok terhadap Purchase Intention
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Abstract
Penelitian ini bertujuan untuk memajukan literatur empiris tentang pemasaran media sosial secara signifikan dengan mengukur dampak dari interactivity dan vividness dari konten media sosial tiktok terhadap niat pembelian konsumen. Penelitian ini menggunakan metodologi kuantitatif dan desain penelitian kausal dengan metode pengambilan sampel dengan teknik purposive sampling, metode nonprobability sampling. Data yang digunakan untuk menguji hipotesis penelitian ini adalah data primer yang dikumpulkan menggunakan kuesioner Google Form, kemudian disebarkan kepada responden melalui media sosial. Terdapat tujuh hipotesis yang dirumuskan, satu hipotesis ditolak yaitu hipotesis interactivity terhadap purchase intention yang memiliki pengaruh positif dan tidak signifkan. Hipotesis lainnya yaitu interactivity dan vividness terhadap consumer engagement, serta vividness terhadap purchase intention memiliki hasil positif dan signifikan.
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