| dc.description.abstract | TikTok is now one of the most popular, attractive social media platforms that have
significant influence among young and adult users. With the rising of TikTok, followed by its
effect on customer purchase behavior, this research will aim to identify the factors that make
an impact on customers’ usage intention. Online questionnaires, which were built on the Likert
Scale, are used to investigate the hypotheses. The findings later will reveal that customers’
purchase intention was influenced strongly by their attitude towards products or services. From
the questionnaire analysis, the study will point out that there are three factors of TikTok videos
that have a strong influence on customers’ attitudes: credibility, playfulness, and ease of use. | en_US |
