Use of Data Analysis Technology and Artificial Intelligence Algorithm in Creating Tiktok Application Content

This study aims to analyze data analysis technology and AI Algorithms on optimizing TikTok content to increase sales and good promotional sustainability through the TikTok application in Malang City. The population and sample of this study were business people and content creators/Tiktokers who made sales through the TikTok application as a promotional media as many as 100 respondents. Data collection method using questionnaires and processed using Partial Least Square (PLS) analysis tools. The results of the study indicate that Data Analysis Technology has a positive effect on purchasing decisions/increasing Sales, AI Algorithms in the Tiktok application have a positive effect on purchasing decisions/increasing Sales, Tiktok Content has a positive effect on purchasing decisions/increasing Sales, Data Analysis Technology has a positive effect on Tiktok Content optimization, AI Algorithms have a positive effect on Tiktok Content optimization, Tiktok Content mediates the influence of Data Analysis Technology on Purchasing Decisions,