PENGARUH TIKTOK ADVERTISING, INFLUENCER CREDIBILITY, DAN PERCEIVED ENJOYMENT TERHADAP PURCHASE INTENTION  KONSUMEN PRODUK SMARTPHONE SAMSUNG

Risky Risky; Yuniman Zebua; Mulya Rafika

doi:10.37600/ek&bi.v8i2.2581

Risky Risky Universitas Labuhanbatu
Yuniman Zebua Universitas Labuhanbatu
Mulya Rafika Universitas Labuhanbatu

DOI: https://doi.org/10.37600/ek&bi.v8i2.2581

Abstract

This research investigates the influence of TikTok advertising, Influencer Credibility, and Perceived Enjoyment on the Purchase Intention of Samsung smartphone consumers at Putri Ponsel Ajamu. The study adopts a quantitative approach using a survey method, with data collected from 96 respondents who had previously been exposed to Samsung promotional content on TikTok. Data analysis was conducted using multiple linear regression through SPSS software. The findings reveal that TikTok advertising, Influencer Credibility, and Perceived Enjoyment exert positive and significant effects on Purchase Intention, both individually and collectively. Among these variables, Perceived Enjoyment emerges as the most influential factor. The results suggest that an engaging and enjoyable viewing experience, supported by creative advertising content and credible influencers, plays a vital role in shaping consumers’ Purchase Intention, even in offline purchasing contexts. This study offers practical implications for smartphone retailers in enhancing TikTok-based digital marketing strategies.

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