PENGARUH ATTENTION GRABBING DETAILS, CELEBRITY ENDORSEMENT, EMOTIONAL APPEAL, DAN CREATIVE CHARACTERISTICS TERHADAP NIAT MEMBELI DI TIKTOK

Authors

Nursya Fitri Universitas Negeri Padang
Perengki Susanto Universitas Negeri Padang

DOI:

Keywords:

Detail yang Menarik Perhatian, Endorsement Selebriti, Daya Tarik Emosional, Karakteristik Kreatif, Niat Membeli

Abstract

Pada penelitian ini akan melihat pengaruh attention grabbing details, celebrity endorsement, emotional appeal, dan creative characteristics terhadap niat membeli di tiktok. Keempat variabel tersebut merupakan elemen dari social media advertisement. Populasi dalam penelitian ini adalah pengguna aktif platform TikTok yang berdomisili di Kota Padang. Sedangkan jumlah sampel dalam penelitian ini sebanyak 224 responden. Hasil penelitian menunjukan bahwa dari keempat variabel terdapat dua variabel yang mempengaruhi niat beli konsumen di platform tiktok. Variabel pertama yakni variabel attention grabbing details dengan nilai sig 0.022. Hal ini menunjukkan bahwa daya tarik awal dalam iklan TikTok, seperti visual mencolok, informasi harga, dan pesan singkat namun kuat, mampu meningkatkan niat beli konsumen. Variabel kedua yakni variabel creative characteristics dengan sig 0.006. Hal ini berarti konten iklan yang kreatif dan berbeda dari yang lain dapat menciptakan kesan mendalam dan mendorong pengguna TikTok untuk mempertimbangkan pembelian.

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