Abstract
The research objective of this study is to find out the influence and how much the influence of Shopee’s In-Feed Native Video Ad on TikTok App toward Audience Attitude. This study focuses on Shopee’s In-Feed Native Video advertising “9.9 Super Shopping Day” version on TikTok by involving one independent variable which is advertising (Variable X) measured using sub variables which are heard word, color, music, picture, seen word and movement. Dependent variable which is Audience Attitude (Variable Y) measured with cognitive,affective and conative aspect. The method used in this study is quantitative with data collection techniques through surveys to 400 respondents, which are followers of the @shopee_id account on the TikTok application. The results showed that the influence of the Advertising variable (X) on the Audience Attitude variable (Y) was 58,6%. While the remaining 41,4% is influenced by other factors not examined. The t test results show that the advertising variable (X) has a t value greater than the t table value because t count (23.742)> t table (1.96),then H0 is rejected and H1 is accepted. This means that Shopee’s In-Feed Native Video Ad “9.9 Super Shopping Day” version on TikTok App have an impact on audience attitude.
Highlights
Companies that focused on online-based sales, such as ecomerce, need to increase their innovation and marketing strategies aggresively, so that they can become the first choie and can attract audience to continue making purchase through their site
In a previous research conducted by Launa et al (2012) which discusses the effect of Axis advertising on audience awareness, the results showed that Axis advertisements on television had a medium impact on audience’s cognitive respons and this advertisement had no significant impact on Axis brand awareness
In a previous study entitled "The Effect of Pop-up Advertising on Bukalapak's Hero Version on Audience Attitudes" that conducted by Ammarie & Nurfebiaraning (2019), the results showed that there was a significant effect between pop-up ads on YouTube on attitudes towards audinece attitudes in cognitive, affective and conative aspect
Summary
Companies that focused on online-based sales, such as ecomerce, need to increase their innovation and marketing strategies aggresively, so that they can become the first choie and can attract audience to continue making purchase through their site. This is important to do because ecommerce in Indonesia are increasing, as are lifestyle and the demand for the availability of goods is more varied. The use of social media as online advertising has been used by many e-commerce companies in Indonesia. This has the effect of increasing the number of visitors to some e-commerce companies.
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