How Effective is FYP (ForYouPage) Campaign for Business Contents on in Indonesia?
DOI:
https://doi.org/10.35384/jime.v14i2.274Keywords:
For Your Page, Purchase Intention, Perceived Usefulness, Perceived Playfulness, Social MediaAbstract
TikTok has gaining popularity in Indonesia recently and many of the businesses in Indonesia use this platform to communicate their value proposition. Hence, the previous studies about Technology of Acceptance Model has been tested in many settings, but still limited to this effectiveness of the platform especially the campaign of ForYouPage (FYP) for business contents in Indonesia. Some evident shows that in some business contents, customers find it low engagement and interaction between company and users. Therefore, In order to test the effectiveness of FYP business content in Indonesia, we applied purchase intention from users in the perspectives of perceived usefulness and perceived playfulness. The questionnaires have been distributed to 100 TikTok users all over Indonesia. The method of analysis is SEM-PLS with SmartPLS v3.27 to test the hypotheses. The results show that perceived usefulness and perceived playfulness are significant to increase purchase intention of FYP business contents. This study recommends the business entities to explore more about the short video contents to be more engaging, entertaining, eye-catching, and educating to create more purchase intention among users of FYP business contents.Downloads
References
Ahlse, J., Nilsson, F., & Sandström, N. (2020). It's time to TikTok: Exploring Generation Z's mo-tivations to participate in# Challenges.
Ahn T, Ryu S, Han I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Inf Manag 44(3):263–275
Alarcón, D., Sánchez, J. A., & De Olavide, U. (2015, October). Assessing convergent and discriminant validity in the ADHD-R IV rat-ing scale: User-written commands for Aver-age Variance Extracted (AVE), Composite Reliability (CR), and Heterotrait-Monotrait ratio of correlations (HTMT). In Spanish STATA meeting (Vol. 39). Universidad Pablo de Olavide.
Aliaga, M., & Gunderson, B. (2002). Interactive statistics. Virginia. America: Pearson Educa-tion.
Andres Kaplan & Michael HaenLein, 2010. User Of The World, Unite! The Challenges and Opportunities Of Social Media, Business Ho-rizons.
Apuke, O. D. (2017). Quantitative research meth-ods: A synopsis approach. Kuwait Chapter of Arabian Journal of Business and Manage-ment Review, 33(5471).
Aslam, S. (2021, January 06). TikTok by the Num-bers: Stats, Demographics & Fun Facts. Om-nicoreagency. https://
Balakrishnan, B. K., Dahnil, M. I., & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalty among generation Y. Procedia-Social and Behavioral Sciences, 148, 177-185.
Bove, L.L., Pervan, S.J., Beatty, S.E., Shiu, E., 2009. Service worker role in encouraging customer organizational citizenship behav-iors. Journal of Business Research 62 (7), 698-705.
Chaffey, D., & Ellis-Chadwick, F. (2019). Digital marketing. Pearson UK.
Chung, J., & Tan, F. B. (2004). Antecedents of per-ceived playfulness: an exploratory study on user acceptance of general information-searching websites. Information & Management, 41(7), 869-881.
Chin, W. W. (1998). The partial least squares ap-proach to structural equation modeling. In: G. A. Marcoulides (Ed.), Modern Methods for Business Research (pp. 295– 358). Mahwah, NJ: Lawrence Erlbaum Associates.
Davis, F. D. (1986). A technology acceptance mod-el for empirically testing new end-user infor-mation systems. Cambridge, MA.
Davison, A. C., Hinkley, D. V., & Young, G. A. (2003). Recent developments in bootstrap methodology. Statistical Science, 141- 157.
DedeoÄŸlu, B. B., Taheri, B., Okumus, F., & Gan-non, M. (2020). Understanding the im-portance that consumers attach to social me-dia sharing (ISMS): Scale development and validation. Tourism Management, 76, 103954.
De Mooij, M. (2019). Consumer behavior and cul-ture: Consequences for global marketing and advertising. SAGE Publications Limited.
Digital in Indonesia: All the Statistics You Need in 2021 - DataReportal – Global Digital In-sights (2021, February 11). Data Reportal. https://datareportal.com/reports/digital-2021-indonesia
Digital 2021. (2021, June 17). We Are Social. https://wearesocial.com/digital-2021
Dodds, W. B., Monroe, K. B., and Grewal, D. (1991). Effect of price, brand, and store infor-mation on buyer’s product evaluation. Jour-nal of Marketing Research, vol. 28, no. 3, pp. 307–319.
Doyle, B. (2021, June 14). Tik Tok Statistics. Wal-laroo media.https://wallaroomedia.com/blog/social-media/tiktok-statistics#:~:text=Monthly%20Active%2 0Users%20–%20TikTok%20has,of%20now%20(Febr uary%202021)
Eriyanto, D. (2007). Tingkat kepuasan dan loyal-itas pelanggan terhadap pelayanan produk Telkom (Doctoral dissertation, Universitas Mercu Buana).
Fahri. (2021, April 1). TikTok, Platform Social Me-dia Marketing Kekinian. Power com-merce.asia https://powercommerce.asia/tiktok- social-media-marketing-kekinian/
Fatmawati, E. (2015). Technology Acceptance model (TAM) untuk menganalisis pen-erimaan terhadap sistem informasi di per-pustakaan M INFORMASI PER-PUSTAKAAN. Iqra: Jurnal Perpustakaan dan Informasi, 9(1), 196942.
Firdiansyah, A. (2021, January 04). Memahami So-cial Media Marketing, dari Pengertian Sam-pai Strateginya. Glints.https://glints.com/id/lowongan/apa-itu- social-media- marketing/#.YMrksS0RphB
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statis-tics. Journal of Marketing Research, 18(3), 328–388.
Geyser, W. (2021, June 11). What is TikTok? - The Fastest Growing Social Media App Uncov-ered. Influencer marketing hub.https://influencermarketinghub.com/what-is-tiktok/
Ghozali, I. (2014). Structural Equation Modeling’, Metode Alternative dengan Partial Least Square (PLS). Semarang: BP. Undip. ISSN 2289, 1560.
Ghozali, I., & Latan, H. (2015). Partial Least Squares Concepts, Techniques and Applica-tions Use Smart PLS 3.0.
Go ̈ tz, O., Liehr-Gobbers, K., & Krafft, M. (2009). Evaluation of structural equation models using the partial least squares (PLS) approach. In: V. Esposito Vinzi, W.W. Chin,
Grosh, B., & Somolekae, G. (1996). Mighty oaks from little acorns: Can microenterprise serve as the seedbed of industrialization?. WorldDevelopment, 24(12), 1879-1890.
Hajli, N. (2015). Social commerce constructs and consumer's intention to buy. International Journal of Information Management, 35(2), 183-191.
Han, Y. (2020). Advertisement on Tik Tok as a pi-oneer in new advertising era: Exploring its persuasive elements in the development of positive attitudes in consumers. The Frontiers of Society, Science and Technology, 2(11).
Hair, J. F., Black, W. C., Babin, B.J., & Anderson, R.E (2010). Multivariate data analysis: A global perspective. Upper Sadle River, NJ: Pearson.
Hair, J. F., Hult, G. T. M., Ringle, C., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM): Sage Publications
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a silver bullet. Journal of Marketing theory and Practice, 19(2), 139-152.
Hidayat, A. T., Elita, F. M., & Setiaman, A. (2012). Hubungan Antara Atribut Produk Dengan Minat Beli Konsumen. Students e-Journal, 1(1), 19.
Irfan, A., Rasli, A., Sami, A., & Liaquat, H. (2017). Role of social media in promoting education tourism. Advanced Science Letters, 23(9), 8728-8731.
Kujur, F., & Singh, S. (2017). Engaging customers through online participation in social net-working sites. Asia Pacific Management Re-view, 22(1), 16-24.
Lanlan, Z., Ahmi, A., & Popoola, O. M. J. (2019). Perceived ease of use, perceived usefulness and the usage of computerized accounting systems: A performance of micro and small enterprises (mses) in china. International Journal of Recent Technology and Engineer-ing, 8(2), 324-331.
LavrinoviÄius, A. (2020, February 05). TikTok: The Power of User Generated Content. Medi-um.https://medium.com/digital- society/tiktok-the-power-of-user- generated-content-91972ee77ce5
Leedy, PD, & Ormrod, JE (2015). Practical re-search. Planning and design . Boston, MA: Pearson. Journal of Applied Learning and Teaching, 1(2), 73-74.
Majid, U. (2018). Research fundamentals: Study design, population, and sample size. Under-graduate research in natural and clinical sci-ence and technology journal, 2, 1-7.
Meng Fei. Research on the influence of influencers on purchase intention in socialized business environment[D]. Nanjing: Nanjing Universi-ty, 2012. (In Chinese)
Mohsin, M. (2021, February 16). 10 Tiktok Statis-tics That You Need To Know in 2021 [Infographics]. Oberlo.https://id.oberlo.com/blog/tiktok-statistics#:~:text=TikTok20was%20launched%20in20September,worldwide% 20(Datareportal%2C%202020)
Moon, J. W., & Kim, Y. G. (2001). Extending the TAM for a World-Wide-Web context. Infor-mation & management, 38(4), 217-230.
Mou, J. B. (2020). Study on social media marketing campaign strategy--TikTok and Instagram (Doctoral dissertation, Massachusetts Insti-tute of Technology).
Muliadi, B. (2020, July 10). The Importance of Us-er-Generated Content on TikTok. Anali-sa.io.https://analisa.io/blog/The-Importance- of-User-Generated-Content-on-TikTok
Munger, K. (2021, June 05). TikTok is a unique blend of social media platforms – here's why kids love it. The conversationhttps://theconversation.com/tiktok-is-a- unique-blend-of-social-media-platforms- heres-why-kids-love-it- 144541#:~:text=Comparing%20TikTok%20with%20other%20digital,â€%20of%2 0short%2C%20digestible%20posts.
Pan Chi, Guo Zhida. Study on the Influence Mech-anism of Consumers' Willingness to Accept Green Packaging[J]. Packaging Engineering, 2019, 40(03):136-142. (In Chinese)
Patel, K. (2020). Tik Tok the New Alternative Me-dia for Youngsters for Online Sharing of Tal-ent: An Analytical Study. Available at SSRN 3600119.
Sandelands LE, Ashford SJ, Dutton JE (1983) Re-conceptualizing of the overjustification ef-fect: a template-matching approach. Motiv Emot 7(3):229–255
Schiffman, L.G. and Kanuk, L. L. (2007). Consum-er Behaviour (ninth edition). NJ: Prentice- Hall Inc
Sekaran, U., & Bougie, R. (2019). Research meth-ods for business: A skill building approach. john wiley & sons.
Silalahi, U. (2009). Metode Penelitian Sosial. PT. Refika Aditama. https://www.belbuk.com/metode- penelitian-sosial-p-20017.html
Social Media Marketing for Businesses. (2021, June 17). Word Stream. https://www.wordstream.com/social-mediamarketing#:~:text=Social%20media%20marketing%2C%20or%20SMM,your20marketing%20and20branding20goals.&text=With%20these%20tips%2C%20you%20can,social%20media%20market ing%20expert%20plan.
Su, Y., Baker, B. J., Doyle, J. P., & Yan, M. (2020). Fan engagement in 15 seconds: Ath-letes’ relationship marketing during a pan-demic via TikTok. International Journal of Sport Communication, 13(3), 436-446.
Sugiyono. 2012. Metode Penelitian Kuantitatif kualitatif dan R&D. Bandung: Alfabeta.
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. and Sherazi., K.(2012), The Impact of Brands on Consumer Purchase In-tentions, Asian Journal of Business Manage-ment 4(2): 105-110
Taulli, T. (2020, February 03). TikTok: Why The Enormous Success?. Forbes. https://www.forbes.com/sites/tomtaulli/2 020/01/31/tiktok-why-the-enormous-success/?sh=521c316265d1
Webster J, Trevino LK, Ryan L. (1993). The di-mensionality and correlates of flow in human-computer interactions. Comput Hum Behav 9(4):411–426
Woszczynski, A. B., Roth, P. L., & Segars, A. H. (2002). Exploring the theoretical foundations of playfulness in computer interactions. Com-puters in Human Behavior, 18(4), 369-388.
Xiao, Y., Wang, L., & Wang, P. (2019, October). Research on the influence of content features of short video marketing on consumer pur-chase intentions. 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) (pp. 415- 422). Atlantis Press.
Xu, L., Yan, X., & Zhang, Z. (2019). Research on the causes of the “Tik Tok†app becoming popular and the existing prob-lems. Journal of Advanced Management Sci-ence, 7(2).
Yang Anna. Research on the influence of influenc-ers on the intention of college students in so-cial media when online shopping[D]. Guang-zhou: Guangzhou University, 2017. (In Chi-nese)
Downloads
Published
Issue
Section
Abstract Views: 515
| 
File Downloads: 277
