Effectiveness of Content Tiktok As Social Media Marketing Tourist Attraction And Interest In Influencing The Purchase Of Products MSMEs Tourist Destinations In Bandung Aggi Panigoro Sarifiyono, Berry Lesmana, Angga Herdiana, Putri Gustina Ayu
Universitas Informatika dan Bsnis Indonesia, Universitas Widyatama
Abstract
In research on how the influence of Tiktok as a social media marketing and tourist attraction in influencing the purchase intention of MSME products in tourist areas in the city and in the district of Bandung. The findings of this study are. The first finding is that we confirm that the tourist attractions have a positive and significant influence on the purchase intentions. The second finding of this study is that the tiktok social media marketing gives a positive and significant influence on the purchase intention and the third finding of this research is that the Tiktos social media marketing is a partially intervening variable because the tourist attractions variable have a significant direct effect on the purchase intention on buying product MSMEs in the tourism destination.
Keywords: content tiktok,social media marketing, Attraction of Tourist,purchase intention , MSMes
