THE INFLUENCE OF VIRAL MARKETING THROUGH TIKTOK ON CONSUMERS’ ATTITUDE AT SHOPEE

This study was conducted to determine the influence of Shopee's Viral Marketing in TikTok on consumers’ attitude at Shopee. The purpose this is explain how informativeness, entertainment, irritation, credibility viral marketing video and their attitudes video. uses quantitative methods with descriptive - causal purposes. Non-probability sampling has been used type purposive sampling. number respondents were 275 people. data analysis technique SEM-PLS using SmartPLS 3.0. Based results Informativeness, Entertainment, Credibility, they are good category, while Irritation not category. variable show that have a positive significant consumer attitudes, irritation no attitude.