Pengaruh Iklan Tiktok Skintific Cushion Terhadap Minat Beli Mahasiswi Di Jember
DOI:
https://doi.org/10.55606/juitik.v6i2.2430Keywords:
Advertising, AIDA Theory, Cybernetics Theory, Purchase Intention, TikTokAbstract
This study is motivated by the increasing use of social media as a digital marketing medium, particularly TikTok, which is effective in delivering advertising messages to the public, including female university students. This study aims to determine the effect of Skintific Cushion TikTok advertisements on the purchase intention of female university students in Jember Regency. The study employs advertising theory, the AIDA model (Attention, Interest, Desire, Action), and cybernetics theory. Advertising theory explains the elements that influence advertising effectiveness, the AIDA model describes the stages of consumer responses after viewing advertisements, while cybernetics theory explains the message delivery process that influences consumer behavior. This research uses a quantitative method with a survey approach. Data were collected through Likert-scale questionnaires distributed to 94 female university students from various universities in Jember Regency, selected using purposive sampling technique. Data analysis was conducted using validity tests, reliability tests, classical assumption tests, and simple linear regression using SPSS 25. The results show that Skintific Cushion TikTok advertisements have a significant effect on the purchase intention of female university students in Jember, with a significance value of less than 0.05. The R Square value of 0.587 indicates that advertisements explain 58.7% of the influence on purchase intention, while the remaining 41.3% is influenced by other factors. Thus, TikTok advertisements are proven to have a significant impact on students’ purchase intention.
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