Analysis of Factors Influencing Attitude Towards Advertisement: Case Study of Video Advertisements on the TikTok Platform

Denni Tri Yunardi; Mery Citra Sondari

doi:10.60076/ijeam.v1i3.744

Authors

Denni Tri Yunardi Universitas Mulawarman
Mery Citra Sondari Universitas Mulawarman

DOI:

https://doi.org/10.60076/ijeam.v1i3.744

Keywords:

Attitude Towards Advertisement, Tiktok, In-Feed Video Ads, Entertainment,

Abstract

This study aims to analyze the factors that influence attitudes towards advertisements (Attitude Towards Advertisement - ATA) on the TikTok social media platform, especially on In-Feed video advertisements. The factors studied include Entertainment (ENT), Informativeness (INF), Irritation (IRT), Credibility (CRT), and Personalization (P). The research method used is Structural Equation Modeling-Partial Least Squares (SEM-PLS). Data were collected through a survey distributed to TikTok users in Indonesia who are in generation Z. The results showed that the ENT, CRT, and P factors had a positive and significant effect on ATA, while the IRT factor had a significant negative effect. However, the INF factor did not have a significant effect on ATA.

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