THE INFLUENCE OF VIRAL MARKETING THROUGH TIKTOK ON CONSUMERS’ ATTITUDE AT SHOPEE

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Indrawati, Indrawati, 2022, "THE INFLUENCE OF VIRAL MARKETING THROUGH TIKTOK ON CONSUMERS’ ATTITUDE AT SHOPEE", https://doi.org/10.34820/FK2/KERX2U, Telkom University Dataverse, V1, UNF:6:SKFYUtfqA7tYq05x2M4h2g== [fileUNF]

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Description	This study was conducted to determine the influence of Shopee's Viral Marketing in TikTok on consumers’ attitude at Shopee. The purpose of this study is to explain how informativeness, entertainment, irritation, credibility of Shopee's viral marketing video on TikTok and their influence consumers’ attitudes in the video. This study uses quantitative methods with descriptive - causal purposes. Non-probability sampling has been used in this study with the type of purposive sampling. The number of respondents were 275 people. The data analysis technique used is descriptive analysis and SEM-PLS analysis using the SmartPLS 3.0. Based on the results of the descriptive analysis Informativeness, Entertainment, and Credibility, they are in the good category, while Irritation is in the not good category. The consumers’ attitude variable is in the good category. The results of the SEM-PLS analysis show that informativeness, entertainment, and credibility have a positive significant influence on consumer attitudes, while irritation has no significant influence on consumers’ attitude. (2022-9-15)
Subject	Business and Management
Keyword	Viral Marketing, Informativeness, Entertainment, Irritation, Credibility, and Consumers’ Attitude.
Related Publication	176. Indrawati and M Rasyad Rizqullah (2022). The Influence of Viral Marketing Through Tiktok On Consumers’ Attitude At Shopee. Journal of Global Business and Management Review ISSN: 2685 – 3426

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	DATA SET - M RASYAD RIZQULLAH.tab Tabular Data - 54.1 KB - Sep 21, 2022 - 72 Downloads 35 Variables, 276 Observations - UNF:6:SKFYUtfqA7tYq05x2M4h2g==	Access File Download Options Original File Format (MS Excel Spreadsheet) Tab-Delimited RData Format Variable Metadata Data File Citation RIS EndNote XML BibTeX

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Dataset Persistent ID	doi:10.34820/FK2/KERX2U
Publication Date	2022-09-21
Title	THE INFLUENCE OF VIRAL MARKETING THROUGH TIKTOK ON CONSUMERS’ ATTITUDE AT SHOPEE
Author	Indrawati, Indrawati (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM)) - ORCID:
Contact	Use email button above to contact. Indrawati, Indrawati (Fakultas Ekonomi dan Bisnis : KK ICT Based Management (IBM))
Description	This study was conducted to determine the influence of Shopee's Viral Marketing in TikTok on consumers’ attitude at Shopee. The purpose of this study is to explain how informativeness, entertainment, irritation, credibility of Shopee's viral marketing video on TikTok and their influence consumers’ attitudes in the video. This study uses quantitative methods with descriptive - causal purposes. Non-probability sampling has been used in this study with the type of purposive sampling. The number of respondents were 275 people. The data analysis technique used is descriptive analysis and SEM-PLS analysis using the SmartPLS 3.0. Based on the results of the descriptive analysis Informativeness, Entertainment, and Credibility, they are in the good category, while Irritation is in the not good category. The consumers’ attitude variable is in the good category. The results of the SEM-PLS analysis show that informativeness, entertainment, and credibility have a positive significant influence on consumer attitudes, while irritation has no significant influence on consumers’ attitude. (2022-9-15)
Subject	Business and Management
Keyword	Viral Marketing, Informativeness, Entertainment, Irritation, Credibility, and Consumers’ Attitude.
Related Publication	176. Indrawati and M Rasyad Rizqullah (2022). The Influence of Viral Marketing Through Tiktok On Consumers’ Attitude At Shopee. Journal of Global Business and Management Review ISSN: 2685 – 3426 https://journal.uib.ac.id/index.php/jgbmr/. https://journal.uib.ac.id/index.php/jgbmr/article/view/6369/2494
Depositor	Indrawati, Indrawati
Deposit Date	2022-09-21

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