THE IMPACT OF S ADVERTISING EXPOSURE ON PURCHASE MOTIVATION OF FEMALE CONSUMERS

Abstract

The development of social media has changed the way people access information, with TikTok becoming the main platform, especially among young women. S, a skincare brand, utilizes TikTok to promote their products. This study explores the influence of S ads on TikTok on women's purchasing motivation. The aim is to provide insights for cosmetic companies in optimizing their advertising strategies on social media. By analyzing the impact of ads on consumer motivation, companies can design more effective campaigns to increase sales. The study uses the Stimulus-Response theory to assess the influence of TikTok ads on women's motivation to purchase S products. A quantitative approach is applied with a survey of at least 100 female TikTok users who have seen S ads, using Cochran's formula for an unlimited population. Data is collected through a questionnaire with closed-ended questions to capture participants' opinions. The results indicate that ad exposure significantly influences purchasing motivation with an impact value of 75.9%, thus accepting the alternative hypothesis (Ha). The most influential dimension of ad exposure is attention, measured by understanding the ad message content. Meanwhile, the dimension most influencing consumer motivation is rational motivation, with indicators of good product quality and research before purchasing. The study provides important evidence that TikTok ads play a major role in influencing female consumers' purchasing decisions regarding S products, helping the company develop more targeted and effective marketing strategies on this platform.