International Journal of Economics, Business and Innovation Research
Vol. 2 No. 02 (2023): March, International Journal of Economics, Business and Innovation Research (I

THE FACTORS THAT INFLUENCE TIKTOK POPULARITY AS A DIGITAL MARKETING TECHNIQUE TO GROW CUSTOMER ENGAGEMENT

Isna Ayu Safitri Kusuma Dewi (Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan)
Fibia Sentauri Cahyaningrum (Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan)
Yusuf Darmawan (Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan)
Vicky Indarto Setyono (Institut Teknologi dan Bisnis Ahmad Dahlan Lamongan)

Article Info

Publish Date
24 Jan 2023

Abstract

The more widespread use of the internet among the public, a lot of research or surveys have been conducted to understand people's behavior regarding how they interact with the internet. One of the application that is currently widely used is TikTok. TikTok is a social media that is loved by young people as a means of expressing themselves through singing or dancing. The popularity of the TikTok application has grown rapidly since its release because it has very diverse features and can be reached by various age groups. This study aims to determine the effect of informativeness, unique, entertainment, co-creation on the popularity of TikTok using multiple linear regression analysis. The results of the analysis show that these four variables have a significant effect on the popularity of TikTok with a coefficient of determination of 86.2%.

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Journal Info
International Journal of Economics, Business and Innovation Research
Website

Abbrev

IJEBIR

Publisher

CV. Cita Utilitas Utama

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

International Journal of Economics, Business and Innovation Research (IJEBIR) is a high quality open access peer reviewed research journal. providing a platform for the researchers, academicians, professional, practitioners and students to impart and share knowledge in the form of high quality ...