THE INFLUENCE OF PERSUASIVE MESSAGES FROM INFLUENCERS ON THE TIKTOK APP ON CONSUMER BUYING INTEREST
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Abstract
The communication medium that is currently a trend among the public is the TikTok application. Currently, the term is also known to be given to someone who is considered capable of influencing the thoughts and actions of other people around him, namely an influencer. An influencer usually has quite a lot of followers on their social media and is generally able to influence the thoughts and actions of his followers to follow the influencer. Not only as an entertainment medium, the TikTok application is currently also developing into a medium for trading or marketing a product. In this study, the writers aim to find and understand the effect of persuasive messages conveyed by an influencer on consumer buying interest. For research methods, this study uses quantitative research and to collect data, this study uses survey methods by distributing questionnaires to generation Z who live in DKI Jakarta (Indonesia) as the city that has the number one highest number of purchases of goods via the internet. The participants in this study were 113 Generation Z living in Jakarta. The results of this research revealed the influence of influencer persuasive messages on consumer buying interest by 22.7%, and other factors influence the other 77.3%.
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