Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023

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Attracting Consumer Interest to Buy Food Product in TikTok Application

Authors
Ina Ratnasari1, *, Anggi Pasca Arnu1, Mira Fujita1, Hannie Hannie2
1Faculty of Economics and Business, Universitas Singaperbangsa Karawang, Sukamakmur, Indonesia
2Faculty of Computer Science, Universitas Singaperbangsa Karawang, Sukamakmur, Indonesia
*Corresponding author. Email: ina.ratnasari@fe.unsika.ac.id
Corresponding Author
Ina Ratnasari
Available Online 2 August 2024.
DOI
10.2991/978-2-38476-273-6_53How to use a DOI?
Keywords
Consumer interest; Promotion; TikTok
Abstract

Social media such as TikTok is an effective means of promotion. TikTok can attract the attention of a wide audience, especially young people. Creative and interesting video content can stimulate consumer buying interest. Using Influencer to help promote and review food product can make people, especially millennials, interested in buying. This study aims to test and analyze the effects of content marketing, influencers, and content reviews on the TikTok application on buying interest in food product. The research uses quantitative approach. The population is TikTok account followers Bittersweet by Najla with a sample of 373 respondents with purposive sampling. Data analysis is path analysis with Lisrel. There is a direct effect between content marketing, influencer and content review variables on the Buying Interest variable and an indirect effect between content marketing and influencer variables on Buying Interest through the intervening variable Content Review.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
Series
Advances in Social Science, Education and Humanities Research
Publication Date
2 August 2024
ISBN
978-2-38476-273-6
ISSN
2352-5398
DOI
10.2991/978-2-38476-273-6_53How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Ina Ratnasari
AU  - Anggi Pasca Arnu
AU  - Mira Fujita
AU  - Hannie Hannie
PY  - 2024
DA  - 2024/08/02
TI  - Attracting Consumer Interest to Buy Food Product in TikTok Application
BT  - Proceedings of 5th Borobudur International Symposium on Humanities and Social Science 2023
PB  - Atlantis Press
SP  - 487
EP  - 496
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-273-6_53
DO  - 10.2991/978-2-38476-273-6_53
ID  - Ratnasari2024
ER  -