‘Ticking The Tiktok’ Influence Of Adverstisement On Purchasing Behaviour

AIMAN NAIM ABU BAKAR; Norhayati Rafida  Abdul Rahim

doi:10.33102/jcicom.vol3no2.105

Authors

AIMAN NAIM ABU BAKAR Universiti Sains Islam Malaysia https://orcid.org/0009-0009-1257-8022
Norhayati Rafida, A. R. Universiti Sains Islam Malaysia

DOI:

https://doi.org/10.33102/jcicom.vol3no2.105

Keywords:

Social Media, Advertisement, Purchasing Behaviour, TikTok

Abstract

This study investigates the relationship between the perception of TikTok advertisements and subsequent purchasing behavior. Previous research indicates that advertisements can significantly influence consumer purchasing decisions. Currently, TikTok stands out as a highly popular and rapidly expanding social media application, swiftly becoming a primary source of daily entertainment for many users. The ubiquity of advertisements on TikTok prompts several key research questions: What are the perception levels towards advertisements on TikTok? To what extent do TikTok advertisements influence purchasing behavior? Is there a relationship between perception and purchasing behavior on TikTok? The study employs quantitative approach, utilizing a survey comprising Likert scales questionnaire administered to 60 respondents via Google online form. Data were analyzed using descriptive and correlation analyses facilitated by the Statistical Package for the Social Sciences (SPSS). The primary objective is to determine whether a significant relationship exists between the perception of TikTok advertisements and purchasing behavior. The findings reveal a significant relationship between the perception of advertisements on TikTok and the purchasing behavior they engender. The study categorizes perception into three levels: negative, neutral, and positive. Similarly, it identifies three levels of purchasing behavior influenced by TikTok advertisements: low, moderate, and high. Additionally, the study provides recommendations for future research, suggesting areas for further investigation based on its findings. These insights contribute to a deeper understanding of the impact of social media advertisements on consumer behavior, particularly in the context of emerging platforms like TikTok.

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Author Biography

Norhayati Rafida, A. R. , Universiti Sains Islam Malaysia

Program of Communication, Faculty of Leadership and Management

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