The Influence of Advertising in Tiktok Social Media and Beauty Product Image on Consumer Purchase Decisions
- 10.2991/assehr.k.210805.140How to use a DOI?
- brand loyalty, business communication, customer percieve value, sustainable fashion
The use of TikTok’s social media, which is increasingly popular with young people, has made marketers interested in advertising to market beauty products. However, the problem is that it is not easy to attract the attention of the audience to focus on one product on TikTok social media, adding that a less positive image of beauty products can result in the audience not making purchase decisions. The research objective was to determine the effect of advertisements on TikTok social media and the image of beauty products on consumer purchasing decisions. This research uses SOR theory, associative memory model, reasoned action theory, and AISAS model. The research methodology uses a quantitative approach and survey methods. The research sample was 96 people. Research data through questionnaires. The method of quantitative data analysis uses the multiple linear regression method. The results showed that advertising on TikTok social media and the image of beauty products together have a significant effect on consumer purchasing decisions. Product image provides the strongest influence on consumer purchasing decisions.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Metta Darmatama AU - Rezi Erdiansyah PY - 2021 DA - 2021/08/08 TI - The Influence of Advertising in Tiktok Social Media and Beauty Product Image on Consumer Purchase Decisions BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 888 EP - 892 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.140 DO - 10.2991/assehr.k.210805.140 ID - Darmatama2021 ER -