Influence of TikTok video advertisement dimensions on UTeM students’ purchase decision

Nik Khairul, Nik Nur Khairunnisa Jasmin (2023) Influence of TikTok video advertisement dimensions on UTeM students’ purchase decision. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

TikTok application is one of the policy creation of social media platform used by each party in carrying out their marketing activities to customers in order to achieve strategically planned targets targeted without limitations around the world. With the younger generation dominating this application widely, it has become a place to persuade consumers to their purchase decisions based on video ads made and uploaded on TikTok by the company. In this study is to identify the dimensions of TikTok video advertisement that influence the purchase decision, and to analyse the relationship between dimensions of TikTok advertisement towards UTeM students’ purchase decision. The independent variables are the TikTok video advertisements dimension, based on the emotional, informative, and entertaining. This research uses quantitative analysis to obtain the necessary information by using primary data that distributes the online survey questionnaire via Google Form. Meanwhile, the secondary data from online research such as articles, journals and academic books was used in this research to gather the data. Besides, this study consists of reliability and validity to ensure that this research is reliable and accurate while a cross sectional study which can obtain data at period. The questionnaire are applied as the analysis method in the research design and 205 respondents were configured the sample size for this analysis. Data are obtained and interpreted using software that is the Statistical Package for Social Science (SPSS) for questionnaire that relate with this research and T-test that only targeted on the focus group only for comparison.

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