TIKTOK’S SOCIAL MEDIA ROLE @DIS_TRICTBEAUTY IN INCREASING CONSUMER BUYING INTEREST
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Abstract
Social media platforms have changed people's habits, including TikTok. The video-sharing platform is an effective means of disseminating and obtaining information and shopping. One such TikTok account, @dis_trictbeauty publishes audio-visual content to explain stationery products. The promotion used is 4c: context, communication, collaboration, connection. This study wants to find out how much influence promotion using TikTok social media has on buying interest in products at TikTok Shop @dis_trictbeauty. The research was conducted using a quantitative method by distributing questionnaires to 156 respondents who are followers of TikTok @dis_trictbeauty. As a result, the influence of TikTok social media promotion by @dis_trictbeauty on consumer buying interest is very strong.
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