PENGARUH TIKTOK ADS DAN BLACK CAMPAIGN TERHADAP PERILAKU PEMBELIAN KONSUMEN DI KOTA BATAM
Dublin Core
Title
PENGARUH TIKTOK ADS DAN BLACK CAMPAIGN TERHADAP PERILAKU PEMBELIAN KONSUMEN DI KOTA BATAM
Subject
black campaign, tiktok ads, endorsement, digital marketing, regresi
Description
The use of social media platforms such as TikTok as a tool for digital marketing continues to grow along with
the increasing number of users, both for building brand awareness through TikTok Ads and indirectly through
black campaigns. This study aims to analyze the influence of TikTok Ads and Black Campaigns on consumer
purchasing behavior in Batam City. A quantitative method was employed by distributing online questionnaires
to active TikTok users using stratified disproportional random sampling. Data analysis was conducted using
SPSS software, including validity and reliability tests, multiple linear regression, and classical assumption
testing. The results show that both TikTok Ads and Black Campaigns have a positive and significant influence
on consumer purchasing behavior, with B coefficients of 0.360 and 0.390, respectively. These findings indicate
that although black campaigns are negative in nature, their exposure can trigger consumer curiosity about the
highlighted product. The implications of this study suggest that business actors need to be more selective and
adaptive in developing digital marketing strategies, as consumer perceptions are influenced not only by positive
promotions but also by the negative narratives circulating online. Therefore, ethical and fact-based
communication strategies are key to maintaining consumer trust and brand reputation in the digital era.
the increasing number of users, both for building brand awareness through TikTok Ads and indirectly through
black campaigns. This study aims to analyze the influence of TikTok Ads and Black Campaigns on consumer
purchasing behavior in Batam City. A quantitative method was employed by distributing online questionnaires
to active TikTok users using stratified disproportional random sampling. Data analysis was conducted using
SPSS software, including validity and reliability tests, multiple linear regression, and classical assumption
testing. The results show that both TikTok Ads and Black Campaigns have a positive and significant influence
on consumer purchasing behavior, with B coefficients of 0.360 and 0.390, respectively. These findings indicate
that although black campaigns are negative in nature, their exposure can trigger consumer curiosity about the
highlighted product. The implications of this study suggest that business actors need to be more selective and
adaptive in developing digital marketing strategies, as consumer perceptions are influenced not only by positive
promotions but also by the negative narratives circulating online. Therefore, ethical and fact-based
communication strategies are key to maintaining consumer trust and brand reputation in the digital era.
Creator
R. Ilham Ramizan Fahris, Felix Madison, Andiko Damar Putra, Bimo Birra, Aelwen Ababil
Source
https://ojs.itb-ad.ac.id/index.php/JUSIN/article/view/3143
Publisher
Institut Teknologi dan Bisnis Ahmad Dahlan
Date
2025-06-25
Contributor
Sri Wahyuni
Rights
E-ISSN : 2797-8516
Format
PDF
Language
Indonesian
Type
Text
Files
Collection
Citation
R. Ilham Ramizan Fahris, Felix Madison, Andiko Damar Putra, Bimo Birra, Aelwen Ababil, “PENGARUH TIKTOK ADS DAN BLACK CAMPAIGN TERHADAP PERILAKU PEMBELIAN KONSUMEN DI KOTA BATAM,” Repository Horizon University Indonesia, accessed January 11, 2026, https://repository.horizon.ac.id/items/show/10245.