Factors Influencing Social Media Features on Attitudes and Product Purchases

Factors that influence social media features are identified as having an influence on attitudes and product purchases. This study examines how the social media features of the Tiktok platform affect the use of social media features and consumer attitudes that impact consumer purchase intentions through the content displayed. By using convenience sampling and questionnaires, a sample of 211 respondents was taken from East Java, Greater Jakarta, and South Sumatra. PLS-SEM was used to test the data in this study. By focusing on social media features and sentimental consumer attitudes, this research will help product marketers and advertisers to understand how product marketing through social media content can contribute to consumer purchase intentions, as well as to understand the factors that explain attitudes towards product purchases through features.