B., Destyo (2026) THE EFFECT OF TIKTOK'S VIRAL MARKETING ON FILM WATCHING DECISION SORE: ISTRI DARI MASA DEPAN. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study examines the effect of TikTok’s viral marketing on film-watching decisions using the Theory of Planned Behavior (TPB). A quantitative approach with PLS-SEM analysis was applied to data from 117 respondents in Indonesia. The results show that viral marketing significantly affects attitude and subjective norms, but only subjective norms significantly affect watching decisions. Attitude does not have a significant effect. Viral marketing also directly and indirectly affects behavior through subjective norms. These findings indicate that social influence plays more dominant role than individual evaluation in digital environments, highlighting the importance of social-driven marketing strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Destyo Avrilsyah Byangga | ||||||||
| Date Deposited: | 26 May 2026 05:04 | ||||||||
| Last Modified: | 26 May 2026 05:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52737 |
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