PENGARUH ONLINE ADVERTISING TERHADAP PURCHASE INTENTION PADA PLATFORM TIKTOKSHOP @bioaqua DENGAN ADS EXPOSURE SEBAGAI VARIABEL MEDIASI

amelia ayu kristina budiarto(1*),


(1) 
(*) Corresponding Author

Abstract


Banyak penelitian telah menunjukkan bahwa celebrity credibility dan review Perkembangan media komunikasi mendukung manusia dalam menyampaikan informasi dan berkomunikasi dengan orang lain. Teknologi komunikasi yang saat ini paling banyak digunakan ialah internet. Perubahan perilaku masyarakat pun berubah dari tradisional menjadi online. Seperti maraknya belanja online yang saat ini menjalar hingga ke lingkup dusun. Hal ini tidak lepas dari terpaan iklan di berbagai media sosial pengguna. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh advertising exposure tiktokshop terhadap purchase Intention pada tiktokshop Bioaqua dan pengaruh Advertising Exposure terhadap online Advertising. Hasil penelitian ini adalah online advertising berpengaruh positif terhadap Advertising Exposure, kemudian Advertising exposure berpengaruh positif terhadap Purchase Intention dan Online Advertising berpengaruh positif terhadap Purchase Intention

Keywords


Online Advertising, Advertising Exposure, Purchase Intention

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