PENGARUH DAYA TARIK DAN EDUKASI DALAM IKLAN KECAP ABC DI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstract

Abstract

This study aims to determine the influence of the attractiveness of Kecap ABC advertisements on TikTok toward consumer purchasing decisions among residents of Sumber Pinang Hamlet RT/RW 002/001, Tegalwaru Village, Mayang District, Jember Regency. This research applies the New Media Theory, Cybernetic Tradition, and Elaboration Likelihood Model (ELM) Theory to explain how advertising attractiveness influences consumer responses and purchasing decisions through digital media. This research employed a quantitative approach with an associative research type. The population consisted of 83 respondents and all respondents were selected as samples using a random sampling technique. Data collection techniques included observation, questionnaires, and documentation. Research instruments were tested through validity and reliability testing and analyzed using simple linear regression with SPSS version 25. The r table value was 0.217, and all questionnaire items were declared valid because the r-count values exceeded the r-table value. The results showed a simple linear regression equation of Y = 15.106 + 0.058X, indicating that every one-unit increase in advertising attractiveness would increase purchasing decisions by 0.058. However, hypothesis testing revealed that the t-count value of 0.858 was lower than the t-table value of 1.990, with a significance value of 0.394 > 0.05, indicating that H0 was accepted and Ha was rejected. The coefficient of determination (R² = 0.009) indicated that advertising attractiveness contributed only 0.9% to consumer purchasing decisions, while the remaining 99.1% was influenced by other factors outside this study. Therefore, the attractiveness of Kecap ABC advertisements on TikTok does not significantly influence consumer purchasing decisions.