Unveiling the Power of Tiktok: Exploring Consumer Purchase Intentions in the Post Covid-19 Pandemic in Malaysia

Abstract

Despite the growing significance of Tik-Tok as a platform for advertising and entertainment, there is a lack of comprehensive research on how Tik Tok advertising content, particularly considering influencer credibility and sales promotion, influences consumers' purchase intentions in Malaysia after the Covid-19 pandemic. The existing studies focus on specific aspects, such as social media entertainment and Tik-Tok's response to the pandemic, but fail to provide a holistic understanding of the multifaceted factors influencing consumer behavior in the context of Tik-Tok advertising content. The objective of this study is to examine the relationship between Tik-Tok advertising content and the purchase intentions of consumers following the Covid-19 pandemic. This study employs non-probability convenience sampling to gather data from 375 randomly selected respondents. The research employed a quantitative approach with a cross-sectional design. The data collection is using Google Forms for survey creation and widespread online distribution. The Uses and Gratifications Theory (UGT) and Theory of Planned Behavior (TPB) serve as the theoretical foundations for this study. The analysis was conducted using IBM SPSS Statistics 27. The research findings revealed that the hypotheses of entertainment, influencer credibility, and sales promotion are accepted and significantly affect consumers’ purchase intentions. The study's contribution lies in shedding light on the effectiveness of Tik-Tok as an advertising platform in the context of the post-COVID-19 pandemic in Malaysia. It will provide valuable insights for marketers and businesses seeking to enhance their marketing strategies on Tik-Tok and optimize their reach to potential consumers.