Danuarta, Richard (2026) ANALISIS MODEL AIDA (ATTENTION, INTEREST, DESIRE, ACTION) TERHADAP KEPUTUSAN PEMBELIAN PRODUK KILAP PREMIUM DI TIKTOK. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The growth of digital marketing has made social media one of the key tools for influencing consumer purchasing behavior. TikTok has become a platform widely used by companies to reach and engage with consumers through compelling and innovative promotional content. This study aims to analyze the influence of the AIDA model, comprising Attention, Interest, Desire, and Action on purchasing decisions for Kilap Premium products on TikTok. The study employed a quantitative approach using a survey method. The sample consisted of 150 respondents selected using non-probability sampling with a purposive sampling method. Data were collected via a questionnaire and analyzed using multiple linear regression. The results show that Attention and Action have a positive and significant effect on the purchase decision, while Interest and Desire do not have a significant effect partially. Simultaneously, Attention, Interest, Desire, and Action have a significant effect on the purchase decision for Kilap Premium products on TikTok. These findings indicate that marketing strategies on TikTok should emphasize the ability to capture consumers’ attention while simultaneously encouraging actions that lead to a purchase decision.
| 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 Business Administration | ||||||||
| Depositing User: | Richard Danuarta | ||||||||
| Date Deposited: | 01 Sep 2026 07:45 | ||||||||
| Last Modified: | 01 Sep 2026 07:45 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59656 |
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