Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2023

The Influences of Video Advertising Towards Behavioral Intention: A Case Study Traditional Food

Skripsi, 002 / 2023 / IM
Undergraduate Theses from JBPTPPOLBAN / 2023-11-30 10:54:33
By : 195264002 - Audra Putri Ramadhina (
Created : 2023-11-30, with 4 files

Keyword : Video advertising, traditional food, behavioral intention, social media, TikTok


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Social media users will be an opportunity for businesses to market their products, provide information to the wider community who are their target market and make their brands more memorable than competing brands. However, this actually makes traditional Indonesian food increasingly abandoned. On the other hand, the lack of advertisements marketing traditional Indonesian food on social media, especially TikTok, makes people currently less aware of traditional Indonesian food. This research uses mixed methods with quantitative and qualitative approaches. The number of respondents who filled out the questionnaire was 413 respondents with the data analysis technique used in the quantitative approach was PLS-SEM. Meanwhile, in the qualitative approach, with in-depth interviews of 5 informants. This study shows that attitude gets the most positive perception and has the most significant influence on behavioral intention to consume traditional food.

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