PENGARUH SALES PROMOTION DAN RETARGETING ADS DALAM MEMBENTUK MINAT BELI MAHASISWA RANTAU PENGGUNA TIKTOK DI YOGYAKARTA

Maudi Adinda Rudfa; Muhammad Thoyib Amali

doi:10.35906/equili.v15i1.2785

PENGARUH SALES PROMOTION DAN RETARGETING ADS DALAM MEMBENTUK MINAT BELI MAHASISWA RANTAU PENGGUNA TIKTOK DI YOGYAKARTA

Maudi Adinda Rudfa, Muhammad Thoyib Amali

Abstract

ABSTRAK

Media sosial telah menjadi saluran utama dalam pemasaran digital, dengan TikTok muncul sebagai platform terkemuka berkat algoritma berbasis konten dan tingkat keterlibatan pengguna yang tinggi. Indonesia menempati peringkat kedua secara global dalam jangkauan iklan TikTok, menunjukkan potensi komersial yang besar di kalangan konsumen muda. Penelitian ini bertujuan menganalisis dampak sales promotion dan retargeting ads terhadap minat beli mahasiswa rantau yang menggunakan TikTok di Yogyakarta. Menanggapi kesenjangan penelitian dalam studi sebelumnya, penelitian ini menyelidiki pengaruh gabungan kedua strategi pemasaran tersebut pada segmen demografis tertentu. Berpedoman pada Elaboration Likelihood Model (ELM), penelitian ini menganalisis bagaimana pengguna memproses pesan sales promotion dan retargeting ads dalam membentuk minat beli. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksplanatif. Data dikumpulkan melalui kuesioner online dengan sampling purposif berdasarkan usia, asal geografis, dan perilaku pengguna TikTok. Sebanyak 110 tanggapan valid dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa sales promotion secara positif mempengaruhi minat beli (42%), sementara retargeting ads memiliki efek positif yang sedikit lebih tinggi (45,7%). Secara bersamaan, faktor-faktor ini menjelaskan 68,7% varians dalam minat beli di kalangan mahasiswa rantau. Temuan ini menegaskan efektivitas TikTok sebagai platform pemasaran digital yang tepat sasaran dalam menjangkau konsumen muda yang melek teknologi.

ABSTRACT

Social media has become a key channel in digital marketing, with TikTok emerging as a leading platform due to its algorithm-driven content and high user engagement. Indonesia ranks second globally in TikTok ad reach, highlighting its vast commercial potential among young consumers. This study examines the effects of sales promotion and retargeting ads on the purchase intention of migrant students who use TikTok in Yogyakarta. Addressing a research gap in prior studies, this work investigates the combined influence of these two marketing strategies on a specific demographic segment. Guided by the Elaboration Likelihood Model (ELM), the study analyzes how users process promotional and retargeting messages in forming purchase intentions. This study employed a quantitative approach with an explanatory research design. Data were collected through an online questionnaire using purposive sampling based on age, geographic origin, and TikTok usage behavior. A total of 110 valid responses were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that sales promotion positively influences purchase intention (42%), while retargeting advertisements have a slightly higher positive effect (45.7%). Combined, these factors explain 68.7% of the variance in purchase intention among out-of-region students. The findings underscore TikTok’s effectiveness as a platform for targeted digital marketing aimed at young, tech-savvy consumers.

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