THE EFFECT OF MARKETING COMMUNICATION SOCIAL MEDIA TIKTOK ON CONSUMER BUYING INTEREST

Youanita Tri Sevanya Damanik

Abstract


Social media users have increased, especially on the TikTok application. Based on Business of Apps data, there
are 1.53 billion active monthly users of TikTok in the world as of the third quarter of 2022. The TikTok
application can be the best tool for marketing a product that can reach consumers. This study aims to determine
the effect of Tiktok social media marketing communications on consumer buying interest. The sample in this
study were 75 respondents who use social media TikTok in the city of Medan. In this study, the sample was
taken with a non-probability sampling design, with the sampling technique used was accidental sampling. Data
analysis used multiple linear regression analysis. The results of this study indicate that TikTok's social media
marketing communications have a positive and significant effect on consumer buying interest.

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