Journal of Global Business

and Management Review

e-ISSN: 2685-3426
https://journal.uib.ac.id/index.php/jgbmr/

THE INFLUENCE OF VIRAL MARKETING THROUGH TIKTOK ON

CONSUMERS’ ATTITUDE AT SHOPEE
Indrawati1* , M Rasyad Rizqullah 2
1,2
Faculty of Economic and Business, Telkom University, Indonesia

Article’s Information ABSTRACT

DOI: 10.37253/jgbmr.v4i1.6369
This study was conducted to determine the influence of Shopee's Viral
e-ISSN: Marketing in TikTok on consumers’ attitude at Shopee. The purpose of
this study is to explain how informativeness, entertainment, irritation,
2685-3426
credibility of Shopee's viral marketing video on TikTok and their
EDITORIAL HISTORY: influence consumers’ attitudes in the video. This study uses quantitative
SUBMISSION: 30 March 2022 methods with descriptive - causal purposes. Non-probability sampling
ACCEPTED: 25 July 2022 has been used in this study with the type of purposive sampling. The
number of respondents were 275 people. The data analysis technique
CORRESPONDENCE*: used is descriptive analysis and SEM-PLS analysis using the SmartPLS
[email protected] 3.0. Based on the results of the descriptive analysis Informativeness,
Entertainment, and Credibility, they are in the good category, while
AUTHOR’S ADDRESS: Jalan Irritation is in the not good category. The consumers’ attitude variable is
Karya No. 06 RT 03 / RW 03 in the good category. The results of the SEM-PLS analysis show that
Kelurahan Tirta Siak, Kecamatan
Payung Sekaki, Ko ta Pekanbaru, informativeness, entertainment, and credibility have a positive
Riau, 28292. significant influence on consumer attitudes, while irritation has no
significant influence on consumers’ attitude.

Keywords: Viral Marketing, Informativeness, Entertainment,

Irritation, Credibility, and Consumers’ Attitude.

ABSTRAK
Penelitian ini dilakukan untuk mengetahui pengaruh Viral Marketing
Shopee dalam video TikTok terhadap sikap konsumen di Shopee.
Tujuan dari penelitian ini adalah untuk menjelaskan bagaimana
Informativeness, Entertainment, Irritation, Credibility video viral
marketing Shopee di TikTok dan pengaruhnya terhadap sikap
konsumen dalam video tersebut. Penelitian ini menggunakan metode
kuantitatif dengan tujuan deskriptif - kausal. Non-probability sampling
digunakan dalam penelitian ini dengan jenis purposive sampling.
Jumlah responden sebanyak 275 orang. Teknik analisis data yang
digunakan adalah analisis deskriptif dan analisis SEM-PLS
menggunakan Sm artPLS 3.0. Berdasarkan hasil analisis deskriptif
Informativeness, Entertainment, dan Credibility berada pada kategori
baik, sedangkan Irritation berada pada kategori kurang baik. Sedangkan
variabel sikap konsumen berada pada kategori baik. Hasil analisis SEM-
PLS menunjukkan bahwa Informativeness, Entertainment, dan
Credibility berpengaruh positif signifikan terhadap sikap konsumen,
sedangkan Irritation tidak berpengaruh signifikan terhadap sikap
konsumen.

Kata Kunci: Viral Marketing, Informativeness, Entertainment,

Irritation, Credibility, dan Sikap Konsumen.
 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

8.5 percent (5,542,000) (Selular, 2020).

INTRODUCTION
Indonesia is consolidating its position as
Along with the times, in this modern era, the world's fourth largest TikTok user
many have changed. Information country, with 8.5 percent total downloads
Technology is one of them that is in July 2020, currently there are over 30.7
undergoing changes (IT). Technology has million TikTok users (Selular, 2020). In
been widely known among the public, Indonesia, 76 percent of Indonesians aged
from the younger generation to the older 18-34 use TikTok (Ginee, 2021).
generation. The Internet is one example of
information technology development and On TikTok, users frequently search for
advancement. In early 2021, the number what is called the For You Page. For You
of internet users in Indonesia reached Page or can be abbreviated as FYP are
202.6 million people, up 15.5 percent or videos that appear on the first page of the
27 million individuals from January 2020 application or TikTok recommendation
(Kompas, 2021). The large number of page, entering FYP is an opportunity for
internet users around the world has an users because it can make videos more
effect on the number of people who use trending and viral (Media, 2021). With
social media. The internet activity most such interesting content, TikTok can
favored by Indonesian internet users is increase its popularity both globally and in
social media, until now there are 170 Indonesia (Detik, 2021). When compared
million Indonesians who are active users to the Twitter and Instagram applications,
of social media with an average usage of 3 TikTok is superior in terms of engagement
hours 14 minutes on social networking rates. Engagement rate is a formula used
platforms (Kompas, 2021). to measure and calculate the number of
interactions social content gets relative to
From the social media data most used by reach or other audience numbers
internet users in the world, TikTok is in (Hootsuite, 2021). With a high level of
the 7th place with 689 million active users engagement between users and audiences,
after WeChat. According to Tagar (2020), TikTok can be used as the right digital
TikTok is a Chinese and American social media platform for marketing
pioneering short video sharing social activities.
network that allows users to create videos
of singing, as well as dancing. Currently, One of the brands or e-commerce that uses
TikTok is used by 154 countries around TikTok as a promotional media is Shopee
the world with 800 million daily active Indonesia. Shopee Indonesia’s TikTok
users and makes TikTok's income increase account upload their video contents
proportionally with its increasing everyday with average 3 videos per day.
popularity. Knowing the engagement rate of TikTok
is very high rather than other social media,
Since its launch TikTok app's popularity Shopee seek the opportunities to upload
has grown rapidly (Geyser, 2021). their video contents in hopes it will get
According to Selular (2020), TikTok was viral and attract consumer. Shopee usually
the most downloaded app worldwide as of makes videos about recommendation of
July 2020, TikTok bagged more than 65.2 product or service, online campaign, and
million downloads, which is a 21.4 reviews. On every video uploaded on
percent increase from the same period a TikTok, there is a comment field feature.
year earlier. The countries with the most Comment is a review or response to news,
TikTok app installations during this speech, or an object (Lektur.ID, 2020).
period were the United States with 9.7
percent (6,324,000) and Indonesia with The comments show that Shopee's video
on TikTok makes users or viewers on

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TikTok have positive and negative Sohail (2012), viral marketing is a sort of
attitudes. A lot of research has been done marketing that infects customers with an
in the field of marketing management to advertising message that spreads like a flu
see how attitudes are developed and how virus from one customer to the next.
they evolve over time (Sandhe & Joshi, According to Krishnamurthy in Tandijaya
2017). Consumer attitude is a trained & Semuel (2021), the goal of viral
inclination to behave consistently marketing is to speed up the
favorably or unfavorably toward a specific communication process by using
object (Schiffman & Wisenblit, 2015, p. consumer-to-consumer (or peer-to-peer)
172). Consumers are motivated to buy or communication to broadcast information
not buy specific products or brands based about a product or service. People are
on their attitudes toward the attitude typically willing to share viral marketing
object, which can be positive or negative messages with their social networks,
(Schiffman & Wisenblit, 2015, p. 172). potentially increasing message
The object in this research is the Shopee’s trustworthiness in the eyes of message
TikTok video that went viral. In short, recipients (Zernigah & Sohail, 2012). The
viewers are showing their consumers’ dimension of Viral Marketing strategies
attitude in the comment section as their are Informativeness, Entertainment,
react to Shopee's Viral Marketing TikTok Irritation, and Credibility (Zernigah &
video. Sohail, 2012).
The more often Shopee and TikTok users Dimensions of Viral Marketing
follow trends, challenges, and hashtags, The first dimension is Informativeness.
the greater the possibility that TikTok
According to Wang & Lan (2018),
videos will go viral (Detik, 2021). informativeness can change the
Therefore, Shopee is also taking
recognition, attitudes, satisfaction, and
advantage of TikTok in new ways, by influence of the resources provided, the
creating video that has the potential to go
public's sense of informativeness is
viral by implementing a viral marketing
viewed as an assessment of whether all of
strategy (Redcomm, 2021).
the information they receive is valuable or
Consumers' attitudes toward viral useless. Followed by Entertainment.
marketing are usually gauged by how they According to Rukuni, et al. (2017),
react to marketing messages, which are entertainment is intended at the level of
evaluated for their informativeness, enjoyment that can be provided by stimuli,
entertainment, irritation, and credibility such as advertising through humor
(Zernigah & Sohail, 2012). Consumers (comedy) and pleasure. Followed by
can have both a positive and negative Irritation. The level of annoyance or
attitude toward viral marketing message, discomfort induced by the stimuli in the
according to research (Zernigah & Sohail, marketing message is referred to as
2012). irritation (Rukuni et al., 2017). Last,
followed by Credibility. According to
LITERATURE REVIEW AND
Ohanian in Wang & Lan (2018),
DEVELOPMENT OF HYPOTHESIS
credibility relates to the recipient's trust in
Viral Marketing the source of information.
Viral marketing is one of the most current Consumers’ Attitude
strategies for promoting products and
Consumer attitude is a trained inclination
services via the use of interactive
to behave consistently favorably or
technology (Zernigah & Sohail, 2012).
unfavorably toward a specific object
According to Palka, et al. in Zernigah &

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(Schiffman & Wisenblit, 2015, p. 172). information gets overly manipulative, it

Consumers are motivated to buy or not will irritate customers and cause them to
buy specific products or brands based on have a bad attitude.
their attitudes toward the attitude object, H3: Irritation has a negative significant
which can be positive or negative influence on consumers’ attitude.
(Schiffman & Wisenblit, 2015, p. 172).
There are three component of attitude According to Jin & Villegas in Arora &
according to Schiffman & Wisenblit Agarwal (2019), consumer attitudes can
(2015:175) which are cognitive, affective, be positively influenced by advertising
and conative. credibility. According to Brackett & Carr
in Wang & Lan (2018), there was a
The Relationship between Viral positive correlation between customer
Marketing and Consumers’ Attitude perceptions of credibility and their
Consumers can have both a positive and attitudes toward all types of marketing.
negative attitude toward viral marketing H4: Credibility has a positive significant
message, according to research (Zernigah influence on consumers’ attitude.
& Sohail, 2012).
Research Framework
According to Tsang, et al. in Trivedi
(2017), consumer attitudes are influenced Based on the description that has been
by the amount of information provided. described above, the schema of the
According to Schlosser, et al. in Arora & framework of thought in this study can be
Agarwal (2019), they found a positive described as follows in Figure 1:
relationship between consumers' attitudes
about internet advertising and
informational qualities.
H1: Informativeness has a positive
significant influence on consumers’
attitude.
Customers' sentiments of pleasure or
entertainment associated with
advertisements have a positive significant
part in the formation of attitudes toward
advertisements (Zernigah & Sohail,
Figure 1. Research Framework
2012). Customers cherish entertainment
offerings, which increases customer Source: Zernigah & Sohail, 2012
loyalty and leads to a positive consumer RESEARCH METHODS
attitude (Saadeghvaziri & Hosseini,
2011). Research Characteristics and
Measurement
H2: Entertainment has a positive
significant influence on consumers’ This study uses quantitative methods, with
attitude. descriptive and causal purpose. In this
Customers develop a negative attitude study, the Likert scale was decided to be
toward irritating messages, while non- used. The Likert scale is a five-point scale
irritating messages enjoy a good amount with the following anchors that is used to
of circulation (Trivedi, 2017). According determine how strongly responders agree
to Palka et al. and Haghirian et al. in with a statement. 1 = Strongly Disagree, 2
Zernigah & Sohail (2012), if the = Disagree, 3 = Neutral, 4 = Agree, while

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5 = Strongly Agree (Sekaran & Bougie, This study is carried out using
2016, p. 207). The numerical scores would questionnaires. The researcher used
have to be reversed if a statement was Google Forms to collect data for this
phrased negatively (Zikmund et al., 2013, study. The writers used and changed
p. 316). questionnaire items from earlier studies
that had been published in respectable and
Population, Sample, and Sampling certified international or national
Method publications. The previous studies are
(Trivedi, 2017), (Zernigah & Sohail,
The population in this study are all 2012), (Kim & Han, 2014), (Yunita et al.,
Indonesian citizens who are users or have 2019), (Sari et al., 2020), (Logan et al.,
used TikTok and have seen Viral 2012), (Salem, 2016), (Gao & Zang,
Marketing content from Shopee. Because 2016), (Sandhe & Joshi, 2017), (Cao et al.,
the precise number of people in the 2020), (Huang et al., 2019), and (Rukuni
population is unknown, the Cochran et al., 2017). Therefore, here are the
formula is used to calculate the fraction of operational variables that researcher uses
the total number of samples. This study in this study:
will use 95% confidence level, significant
level of 0.05, and the z value is 1.65 Table 1. Operational Variable
because this study uses a one-tailed
Dimensions Items on this Research Item Code
hypothesis. In this study, p is 0.5, and the Viral Marketing (Independent Variable)
I think viral marketing messages from Shopee’s
formula for calculating q is q = (1-p). As a TikTok videos are a good source of up-to-date IF1
product information.
result, q has a value of 0.5 with error rate I think Shopee’s TikTok video marketing
IF2
messages are informative.
0.05. The following is the Cochran Informativeness (IF) I think Shopee’s TikTok video provides useful
IF3
information about products.
formula used in this study (Cochran, I think Shopee’s TikTok video provides useful
IF4
information about services.
1963:75): I think Shopee’s TikTok video is an important
IF5
source of information.
I think consuming viral marketing messages
EN1
from Shopee’s TikTok video is exciting.
I think the element of humor and fun makes
EN2
Shopee’s TikTok video entertaining.
Entertainment (EN) I think that Shopee’s TikTok video is
EN3
interesting.
I think Shopee’s TikTok video is cool. EN4
I think Shopee’s TikTok video is more
EN5
enjoyable than other media content.
The following results are obtained: I think marketing messages on Shopee’s TikTok
video are irritating.
IR1
I think that Shopee’s TikTok video is intrusive. IR2
I think Shopee’s TikTok video is irritating as
IR3
Irritation (IR) the information provided is misleading.
I think Shopee’s TikTok video is irritating as
IR4
the information provided is unreliable.
I think Shopee’s TikTok video can insult
IR5
people’s intelligence.
I think that I trust the information provided by
CR1
Shopee’s TikTok video.
I think I am impressed by the Shopee’s TikTok
CR2
video.
I think Shopee’s TikTok video provides
Credibility (CR) CR3
Therefore, the sample of respondents that appropriate evidence to believe.
I think receiving Shopee’s TikTok video has no
CR4
authored need is 275 samples. The author risk.
I think Shopee’s video on TikTok are a good
CR5
has established various particular sample reference source when buying a product.
Consumers’ Attitude (Dependent Variable)
requirements, including the following I think Shopee’s TikTok video has a good
quality.
CG1
I think Shopee’s TikTok video is safe to
sample criteria: respondents are an Cognitive (CG)
consume.
CG2
I think Shopee’s TikTok video helps me to get
Indonesian citizen age between 18-34 information more conveniently.
CG3
I think Shopee’s TikTok video is generally
years old, use or have used the TikTok good.
AF1
I think Shopee’s TikTok video is appealing.
social media app, and have seen Shopee's Affective (AF)
I think that watching Shopee’s TikTok video is
AF2
AF3
Viral Marketing on TikTok. fun.
I think that I will definitely buy the product in
CN1
Shopee’s TikTok video.
I think that I will recommend the product in
CN2
Data Collection Method Conative (CN) Shopee’s TikTok video.
I think that viral marketing of Shopee’s TikTok
CN3
video convinces me to buy more of its products.

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

Data Analysis Techniques b. The smallest cumulative number = 275

x 1 = 275
1. Structural Equation Modeling
c. Largest percentage value = 100%
The Structural Equation Modeling (SEM)
approach is used in this study. In this d. The smallest percentage value = (275 :
study, partial least square (PLS) was 1375) x 100% = 20%
calculated using SmartPLS 3 software and
various stages detailed in Indrawati e. Value range = 100% - 20% = 80%. If
(2017:68). According to Henseler, et al., the range value is divided by five
Ringle, et al., and Urbach & Ahlemann in measurement scales, the percentage
Indrawati (2017:69), convergent validity, interval value is 16% in order to meet the
discriminant validity, and internal following scoring requirements.
consistency reliability are indicators that
can be employed in the assessment of Table 2. Percentage Of Questionnaire
measurement models, also known as outer Assessment
models. The assessment of the structural
No. Percentage of Research Category
model, often known as the inner model, is 1 20% - 36% Very Not Good
the second test (Indrawati, 2017, p. 70). 2 36% - 52% Not Good
The goal of this structural model's 3 52% - 68% Good Enough
measurement is to see how one latent 4 68% - 84% Good
5 84% - 100% Very Good
variable interacts with other latent
variables (Indrawati, 2017, p. 70)
RESULTS AND DISCUSSION
2. Descriptive Analysis Respondents Characteristics

The frequency distribution in this study is A total of 283 responses were collected
represented by a five-interval Likert scale: during the data collection process, which
strongly disagree, disagree, neutral, agree, began and was completed in January
and highly agree. The questionnaire that is 2022. After distributing the
provided provides five options for the questionnaires, the researchers managed
responder to pick from, and then an to get 275 valid respondents. Table 3 will
assessment criterion is created for each explain the characteristics of respondents
question item based on a percentage using based on their gender and age.
the methods below according to
(Riduwan, 2012): (a) The entire value of Table 3. Respondents Characteristics
each statement, which is the answer of all Gender Respondents Percentage
respondents, is the cumulative value, (b) Male 84 30.55%
Female 191 69.45%
percentage is an item cumulative score is Total 275 100.00%
divided by frequency score, then Age Respondents Percentage
18 – 22 years old 203 73.82%
multiplied by 100%, (c) the number of 22 – 26 years old 49 17.82%
respondents is 275 people with the largest 26 – 30 years old 19 6.91%
measurement scale value is 5 and the 30 – 34 years old 4 1.45%
Total 275 100.00%
smallest measurement scale is 1.
Based on Table 3, it can be concluded that
So, that:
female respondents contributed more to
this study's participation and the majority
a. The largest cumulative number = 275 x
of TikTok users in Indonesia who have
5 = 1375

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seen Shopee viral marketing video content In conclusion, according to respondents

are aged 18-22 years. Shopee's Viral Marketing TikTok video
delivered good informativeness to its
Descriptive Analysis Result viewers.

Descriptive analysis provides to explain Table 5. Entertainment

the independent variables in this research
SD D N A SA
which is Viral Marketing Item
1 2 3 4 5
Total Total Score Ideal Score Category

P 5 28 55 86 101 275 1075

(Informativeness, Entertainment, EN1
% 1.82% 10.18%20.00% 31.27% 36.73% 100.00% 78.18%
1375 Good

P 6 12 47 98 112 275 1123

Irritation and Credibility) and the EN2
% 2.18% 4.36%17.09% 35.64% 40.73% 100.00% 81.67%
1375 Good

dependent variable in this research which EN3

P
%
3
1.09%
13
4.73%
67 99
24.36% 36.00% 33.82%
93 275
100.00%
1091
79.35%
1375 Good

is Consumers' Attitude. Below is the EN4

P
%
6
2.18%
15
5.45%
71 103
25.82% 37.45% 29.09%
80 275
100.00%
1061
77.16%
1375 Good

descriptive analysis: EN5

P
%
19
6.91%
44
16.00%
77 74
28.00% 26.91% 22.18%
61 275
100.00%
939
68.29%
1375 Good
Total Average Score 1057.8
Total Average Percentage 76.93% Good
Table 4. Informativeness Overall Total Score 5289

SD D N A SA
Item
1 2 3 4 5
Total Total Score Ideal Score Category According to Rukuni, et al. (2017),
IF1
P
%
1
0.36%
8
2.91%
41 115 110
14.91% 41.82% 40.00%
275
100.00%
1150
83.64%
1375 Good entertainment is intended at the level of
IF2
P
%
0
0.00%
9
3.27%
52 127
18.91% 46.18% 31.64%
87 275
100.00%
1117
81.24%
1375 Good enjoyment that can be provided by stimuli,
IF3
P
%
1
0.36%
12
4.36%
58 105
21.09% 38.18% 36.00%
99 275
100.00%
1114
81.02%
1375 Good such as advertising through humor
IF4
P 1 11 58 126 79 275 1096
1375 Good (comedy) and pleasure. The entertainment
% 0.36% 4.00% 21.09% 45.82% 28.73% 100.00% 79.71%
IF5
P 9 30 62 99 75 275 1026
1375 Good
dimension is categorized as “Good” in the
% 3.27% 10.91%22.55% 36.00% 27.27% 100.00% 74.62%
Total Average Score 1100.6 assessment summary. Based on Table 5,
Total Average Percentage 80.04% Good
Overall Total Score 5503 all the five items are categorized as
“Good”. Item EN2 is the item that got the
The amount of information conveyed in a highest percentage with a score of
message is referred to as informativeness 81.67%, which means respondents are
(Rukuni et al., 2017). The informativeness agree that elements of humor and fun
dimension is categorized as “Good” in the make TikTok Shopee videos entertaining.
assessment summary. Based on Table 4, Meanwhile, the EN5 item shows the
all the five items are categorized as lowest value, which is 68.29% (although it
“Good”. Item IF1 is the item that got the is still classified as "Good"). Item EN5
highest percentage with a score of explains respondents are agree that
83.64%, which means respondents agree Shopee TikTok videos are more fun than
that viral marketing messages from any other media content. EN5 has the
Shopee's Viral Marketing TikTok videos greatest number of respondents who
are a good source of current product answered strongly disagree as many as 19
information. Meanwhile, the IF5 item respondents, disagree as many as 44
shows the lowest value, which is 74.62% people, and neutral as many as 77 people.
(although it is still classified as "Good").
Item IF5 explains respondents are agree In conclusion, according to respondents
that the information in Shopee's Viral Shopee's Viral Marketing TikTok video
Marketing TikTok video is an important delivered good entertainment to its
source of information. IF5 has the greatest viewers.
number of respondents who answered
strongly disagree as many as 9 Table 6. Irritation
respondents, disagree as many as 30
people, and neutral as many as 62 people.

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SA A N D SD SD D N A SA
Item Total Total Score Ideal Score Category Item Total Total Score Ideal Score Category
1 2 3 4 5 1 2 3 4 5
P 17 45 79 67 67 275 947 P 7 23 104 88 53 275 982
IR1 1375 Not Good CR1 1375 Good
% 6.18% 16.36%28.73% 24.36% 24.36% 100.00% 68.87% % 2.55% 8.36% 37.82% 32.00% 19.27% 100.00% 71.42%
P 16 46 72 74 67 275 955 P 6 25 79 111 54 275 1007
IR2 1375 Not Good CR2 1375 Good
% 5.82% 16.73%26.18% 26.91% 24.36% 100.00% 69.45% % 2.18% 9.09% 28.73% 40.36% 19.64% 100.00% 73.24%
P 15 39 59 61 101 275 1019 P 3 31 93 92 56 275 992
IR3 1375 Not Good CR3 1375 Good
% 5.45% 14.18%21.45% 22.18% 36.73% 100.00% 74.11% % 1.09% 11.27%33.82% 33.45% 20.36% 100.00% 72.15%
P 14 42 60 70 89 275 1003 P 4 32 68 98 73 275 1029
IR4 1375 Not Good CR4 1375 Good
% 5.09% 15.27%21.82% 25.45% 32.36% 100.00% 72.95% % 1.45% 11.64%24.73% 35.64% 26.55% 100.00% 74.84%
P 20 38 48 65 104 275 1020 P 4 26 65 89 91 275 1062
CR5 1375 Good
IR5 1375 Not Good % 1.45% 9.45%23.64% 32.36% 33.09% 100.00% 77.24%
% 7.27% 13.82%17.45% 23.64% 37.82% 100.00% 74.18%
Total Average Score 1014.4
Total Average Score 988.8
Total Average Percentage 73.77% Good
Total Average Percentage 71.91% Not Good
Overall Total Score 5072
Overall Total Score 4944

The items in irritation are mentioned According to Ohanian in Wang & Lan
negatively. The numerical scores would (2018), credibility relates to the recipient's
have to be reversed if a statement was trust in the source of information. The
phrased negatively (Zikmund et al., 2013, credibility dimension is categorized as
p. 316). This is accomplished by reversing “Good” in the assessment summary.
the negative item's coding, such that a high Based on Table 7, all the five items are
level of agreement really reflects an categorized as “Good”. Item CR5 is the
unfavorable answer rather than a positive item that got the highest percentage with a
attitude, and vice versa (Zikmund et al., score of 77.24%, which means
2013, p. 316). So it will be, 1 = Strongly respondents are agree that Shopee videos
Agree, 2 = Agree, 3 = Neutral, 4 = on TikTok are a good source of reference
Disagree, while 5 = Strongly Disagree. when purchasing a product. Meanwhile,
the CR1 item shows the lowest value,
Irritation is a negative emotion that which is 71.42% (although it is still
includes discontent, discomfort, and rage classified as "Good"). Item CR1 explains
(Wang & Lan, 2018). The irritation that respondents are agree that they trust
dimension is categorized as “Not Good” in the information provided by Shopee
the assessment summary. Based on Table TikTok videos. CR1 has the greatest
6, all the five items are categorized as “Not number of respondents who answered
Good”. Item IR5 is the item that got the strongly disagree as many as 7
highest percentage with a score of respondents, disagree as many as 23
74.18%, which means respondents people, and neutral as many as 104 people.
disagreed that TikTok videos from Shopee
can worsen people's intelligence. In conclusion, according to respondents
Meanwhile, the IR1 item shows the lowest Shopee's Viral Marketing TikTok video
value, which is 68.87% (although it is still delivered good credibility to its viewers.
classified as "Not Good"). Item IR1
explains that respondents disagreed that Table 8. Consumers’ Attitude
SD D N A SA
Item Total Total Score Ideal Score Category
1 2 3 4 5
marketing messages on TikTok Shopee CG1
P 1 9 70 117 78 275 1087
1375 Good
% 0.36% 3.27% 25.45% 42.55% 28.36% 100.00% 79.05%
videos are annoying. IR5 has the greatest CG2
P
%
2
0.73%
16
5.82%
62 103 92
22.55% 37.45% 33.45%
275
100.00%
1092
79.42%
1375 Good

number of respondents who answered CG3

P
%
2
0.73%
7
2.55%
56 118 92
20.36% 42.91% 33.45%
275
100.00%
1116
81.16%
1375 Good

strongly disagree as many as 104 AF1

P
%
2
0.73%
13
4.73%
64 110 86
23.27% 40.00% 31.27%
275
100.00%
1090
79.27%
1375 Good
P 2 14 56 112 91 275 1101
respondents, disagree as many as 65 AF2
% 0.73% 5.09% 20.36% 40.73% 33.09% 100.00% 80.07%
1375 Good
P 11 18 77 76 93 275 1047
people, and neutral as many as 48 people. AF3
%
P
4.00%
36
6.55%
51
28.00% 27.64% 33.82%
80 59 49
100.00%
275
76.15%
859
1375 Good

CN1 1375 Good Enough

% 13.09% 18.55%29.09% 21.45% 17.82% 100.00% 62.47%
P 18 39 81 86 51 275 938
CN2 1375 Good
In conclusion, according to respondents %
P
6.55%
15
14.18%
17
29.45% 31.27% 18.55%
81 101 61
100.00%
275
68.22%
1001
CN3 1375 Good
Shopee's Viral Marketing TikTok video % 5.45% 6.18%29.45% 36.73% 22.18%
Total Average Score
100.00% 72.80%
1036.777778
Total Average Percentage Good
delivered not good irritation to its viewers. Overall Total Score
75.40%
9331

Table 7. Credibility

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

In a marketing context, consumer attitude

refers to the feelings, beliefs, and
behavioral intentions of customers toward
products or services (Wang & Lan, 2018).
The consumers’ attitude variable is
categorized as “Good” in the assessment
summary. Based on Table 8, eight of nine
items are categorized as “Good” and the
rest is “Good Enough”. Item CG3 is the
item that got the highest percentage with a
score of 81.16%, which means
respondents agree that TikTok videos
from Shopee help them get information
more easily. Meanwhile, the CN1 item
shows the lowest value, which is 62.47%
(classified as "Good Enough"). Item CN1
explains respondents are neutral that they Figure 2. Outer Model
will always buy products that are in
Shopee TikTok videos. CN1 has the Convergent Validity
greatest number of respondents who
answered strongly disagree as many as 36 Convergent Validity evaluates the
respondents, disagree as many as 51 accuracy of a single item or a group of
people, and neutral as many as 80 people. items in a variable to the metric you want
to use (Indrawati, 2017, p. 69). The factor
In conclusion, there is a good perception loading (FL) value is used to determine
related to the consumers’ attitude on validity; if the FL value is more than 0.7,
Shopee's Viral Marketing TikTok video. the item being tested is considered valid
(Indrawati, 2017, p. 70). In addition to the
SEM-PLS Analysis FL value, the average variance extracted
(AVE) can be used to determine
1. Assessment of Measurement convergent validity, AVE is valid if it is
Model greater than 0.5 (Indrawati, 2017, p. 70).
In this study all the items used is valid.
In this study, the processed result of Therefore, all item can be used in further
measurement model testing is shown in analysis. This following Table 9 shows the
Figure 2. The purpose of measurement factor loading result and AVE:
model testing is to evaluate the validity
and reliability of questionnaire items. The Table 9. Convergent Validity Test
measurement model testing is the first step
in applying Partial Least Squares to
process data (PLS). According to
Indrawati (2017:69), the measurement
model test compares the item to the latent
variable, or measures how well the item
can explain the latent variable. The
validity and reliability tests are conducted
in this study, and they are performed using
SmartPLS 3.0 software.

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

Variable Dimension
Item Factor Loading AVE Conclusion
IF1 0.767 VALID
must be higher than the correlation of the
IF2 0.776 VALID other latent variables (Indrawati, 2017, p.
Informativeness (IF) IF3 0.826 0.657 VALID
IF4 0.848 VALID 71). The following Table 11 presents the
IF5 0.833 VALID
EN1 0.838 VALID
cross-loading value that indicates a valid
EN2 0.821 VALID of discriminant validity:
Entertainment (EN) EN3 0.885 0.723 VALID
EN4 0.88 VALID
Viral Marketing
(Independent
EN5 0.825 VALID Table 11. Correlation Value for Cross
IR1 0.895 VALID
Variable)
IR2 0.878 VALID Loading
Irritation (IR) IR3 0.876 0.78 VALID
IR4 0.899 VALID Consumers' Attitude Credibility (CR) Entertainment (EN) Informativeness (IF) Irritation (IR)
IR5 0.867 VALID AF1 0.84 0.653 0.674 0.597 0.28
CR1 0.84 VALID AF2 0.843 0.676 0.745 0.642 0.252
CR2 0.846 VALID AF3 0.849 0.658 0.784 0.647 0.311
CG1 0.759 0.639 0.566 0.509 0.245
Credibility (CR) CR3 0.883 0.687 VALID
CG2 0.718 0.67 0.48 0.485 0.256
CR4 0.738 VALID CG3 0.811 0.687 0.655 0.589 0.231
CR5 0.831 VALID CN1 0.719 0.577 0.576 0.52 0.285
CG1 0.759 VALID CN2 0.757 0.59 0.628 0.525 0.225
Cognitive (CG) CG2 0.718 VALID CN3 0.767 0.638 0.577 0.501 0.282
CR1 0.651 0.84 0.553 0.553 0.286
CG3 0.811 VALID
Consumers’ CR2 0.758 0.846 0.671 0.514 0.306
AF1 0.84 VALID CR3 0.71 0.883 0.598 0.597 0.275
Attitude
Affective (AF) AF2 0.843 0.618 VALID CR4 0.52 0.738 0.374 0.349 0.277
(Dependent
AF3 0.849 VALID CR5 0.714 0.831 0.543 0.537 0.245
Variable) EN1 0.694 0.602 0.838 0.594 0.227
CN1 0.719 VALID
EN2 0.609 0.498 0.821 0.584 0.178
Conative (CN) CN2 0.757 VALID EN3 0.674 0.546 0.885 0.594 0.281
CN3 0.767 VALID EN4 0.743 0.636 0.88 0.639 0.252
EN5 0.71 0.561 0.825 0.581 0.258
IF1 0.543 0.482 0.565 0.767 0.176
Discriminant Validity IF2
IF3
0.542
0.566
0.525
0.491
0.506
0.579
0.776
0.826
0.22
0.336
IF4 0.585 0.461 0.551 0.848 0.325
IF5 0.643 0.561 0.645 0.833 0.274
Discriminant Validity assesses how IR1
IR2
0.361
0.352
0.365
0.368
0.337
0.295
0.341
0.318
0.895
0.878
different the items used to measure a IR3
IR4
0.241
0.256
0.214
0.25
0.21
0.177
0.246
0.274
0.876
0.899
variable are from those used to measure IR5 0.19 0.193 0.151 0.232 0.867

other variables, as well as whether the

items used to test a variable inadvertently Realibility Test / Internal Consistency
measure variables that were not intended Realibility
to be measured (Indrawati, 2017, p. 70).
According to Indrawati (2017:75), Every questionnaire item in a study must
variables are said to have discriminant be valid and reliable. Internal consistency
validity if their AVE square root is greater reliability is measuring how much the
indicator variable increases when the
than the correlation between two variables
in the model. latent variable increases (Indrawati, 2017,
p. 70). To measure internal consistency,
Table 10. Correlation Value between Cronbach's alpha (CA) is usually used
Variables (Indrawati, 2017, p. 70). Cronbach's alpha
(CA) and composite reliability (CR)
Consumers' Attitude Credibility (CR) Entertainment (EN) Informativeness (IF) Irritation (IR)
Consumers' Attitude 0.786 which are recommended as benchmarks
Credibility (CR) 0.817 0.829
Entertainment (EN) 0.81 0.672 0.85 are 0.7 (Indrawati, 2017, p. 70). The
Informativeness (IF) 0.713 0.623 0.705 0.811
Irritation (IR) 0.334 0.334 0.283 0.33 0.883 following Table 12 presents the values of
CA and CR:
The value of cross loading is one of the
metrics used to assess discriminant Table 12. CA and CR
validity (Indrawati, 2017, p. 70). The
amount of the correlation between each Cronbach's Alpha Composite Reliability Conclusion
Informativeness 0.869 0.905 RELIABLE
variable and its indicators, as well as Entertainment 0.904 0.929 RELIABLE
indicators from other block structures, is Irritation 0.932 0.947 RELIABLE
Credibility 0.886 0.916 RELIABLE
represented by the cross-loading value Consumers’ Attitude 0.922 0.936 RELIABLE
(Indrawati, 2017, p. 70). Cross loading's
correlation value with its latent variable

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

It is possible to conclude that the No. Path Diagram Path Coefficient t-value p-value Conclusion
1 Informativeness (IF) -> Consumers' Attitude 0.141 2.868 0.002 Hypothesis is accepted
questionnaire satisfies the Cronbach’s 2 Entertainment (EN) -> Consumers' Attitude 0.399 7.923 0 Hypothesis is accepted
Alpha and Composite Reliability 3 Irritation (IR) -> Consumers' Attitude 0.023 0.754 0.225 Hypothesis is rejected
4 Credibility (CR) -> Consumers' Attitude 0.454 9.519 0 Hypothesis is accepted
criterion. As a result, the measurement
model testing result in this study indicates This study used a 5% significance level,
a good research measuring instrument.
which means that if the t-value > 1.65 and
p-value < 0.05, there is a significant
2. Assessment of Structural Model
relationship between the independent and
The assessment of the structural model, dependent variables or Hypothesis is
often known as the inner model, is the accepted. Three of the hypotheses is
second test (Indrawati, 2017, p. 70). The accepted, meanwhile one of the
goal of this structural model's hypotheses is rejected.
measurement is to see how one latent
It may also be seen from the proportion of
variable interacts with other latent
variables (Indrawati, 2017, p. 70). The variance explained, specifically 𝑅 2 for the
inner model of this study is depicted in dependent latent variable that is
Figure 3. hypothesized to be influenced by the
independent latent variable, in addition to
the path value (Indrawati, 2017, p. 71).
The 𝑅 2 values of 0.67, 0.33, and 0.19,
respectively, suggested that the model is
“good”, “moderate”, and “weak”
(Indrawati, 2017, p. 71).
Table 14. R-square Result

Variable R-square
Consumers’ Attitude 0.802

Based on Table 14 above, it is known that

the consumers' attitude (Dependent
Variable) has an 𝑅 2 value of 0.802, this
shows that consumers' attitude can be
explained by the dimensions of the viral
Figure 3. Inner Model marketing (Independent Variables),
namely informativeness, entertainment,
The test is done by looking at the path irritation, and credibility of 80.2%. The
value to check if the effect is significant or outcomes of the theoretical framework are
not, as determined by the path value's t displayed in Figure 4:
value (the t value can be obtained by
performing the bootstrapping process)
(Indrawati, 2017, p. 71). Table 13
illustrates the path coefficient and t-value
calculation results, as well as the
conclusion.

Table 13. Path Coefficient, t-value, and

p-value

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

toward irritating messages, while non-

irritating messages enjoy a good amount
of circulation. But in this study, it shows
that the respondents didn’t agree with
Irritation that could make them having a
negative attitude. Previous study founded
that Irritation has no negative significant
influence on Consumers’ Attitude
(Zernigah & Sohail, 2012). Which is good
because the irritation statement has a
negative connotation.
Figure 4. Theoretical Framework with
CONCLUSION
Results
Based on the results of descriptive
Discussion of Research Results analysis, overall respondents agreed with
the statement on the items in the
The hypothesis can be concluded as Informativeness, Entertainment, and
follows based on the above-mentioned Credibility dimension. This shows that
research results: these three dimensions in Shopee's Viral
Marketing TikTok Video is in the good
Table 15. Hypothesis Conclusion category. Meanwhile, overall respondents
stated that they disagreed with the
No. Hypothesis Conclusion
1 Informativeness has a positive significant influence on consumers’ attitude. Supported statements on the items in the Irritation
2 Entertainment has a positive significant influence on consumers’ attitude. Supported dimension. This shows that Irritation on
3 Irritation has a negative significant influence on consumers’ attitude. Not Supported
4 Credibility has a positive significant influence on consumers’ attitude. Supported
Shopee's Viral Marketing TikTok Video is
in the not good. For Consumers’ Attitude
From Table 13 and 15, author can in Shopee’s Viral Marketing TikTok
conclude that Informativeness, Video, overall respondents agreed with 8
Entertainment, and Credibility has a statements on the item and neutral with 1
positive significant influence on statement on the item in the Consumers'
Consumers’ Attitude. This statement is Attitude variable. This shows that the
supported by previous study that stated in Consumers' Attitude on Shopee's Viral
advertising informativeness is critical in Marketing TikTok Video is in the good
assessing the success of the message category. Based on the results of
delivered to the client, as well as hypothesis testing through t-value and p-
influencing the customer's attitude value, it was found that Informativeness,
(Saadeghvaziri & Hosseini, 2011). Entertainment, and Credibility had a
Followed by Entertainment, customers significant positive influence on
cherish entertainment offerings, which Consumers' Attitude. However, Irritation
increases customer loyalty and leads to a does not have a significant influence on
positive consumer attitude (Saadeghvaziri Consumers' Attitude. Which can be
& Hosseini, 2011). Followed by concluded that, respondents think that
Credibility, consumer attitude is irritation from the video has no influence
positively influenced by the credibility on them. It can be seen that the
aspect in the message content (Hashim et respondent's answer regarding the
al., 2018). Different with Irritation, it irritation dimension statement is disagree,
shows that Irritation has no significant which is good because the irritation
influence. According to Trivedi (2017), statement has a negative connotation.
customers develop a negative attitude Credibility has the biggest influence on

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 Indrawati, M Rasyad Rizqullah Volume 04 Number 1 (2022)

dependent variable followed by For Future Research

Entertainment, Informativeness and
Irritation. This means that it can be Future author can conduct research on the
concluded that Viral Marketing with its same variables but on firms that are
dimensions namely Informativeness, similar in order to obtain data that can be
Entertainment, Irritation, and Credibility compared. They can conduct research on
affect Consumers' Attitude. This the dimensions of Viral Marketing that
statement is also supported by an 𝑅 2 score were not studied in this study, such as
that Consumers' Attitude variable has in adding the incentive and other dimensions
the discussion above. from another main journal which may
have a greater impact on Consumer
SUGGESTION Attitudes. Then, they can conduct study on
For Company viral marketing variables utilizing theories
from various and up-to-date experts in
Shopee should improve the order to add to the wealth of marketing
Informativeness in their Viral Marketing information.
TikTok videos, especially on the
statement that received the lowest THANK YOU NOTE
response by providing information that Praise be to God Almighty who has given
provides accurate, precise, and relevant all the gifts to the author so that the author
knowledge and insight that is definitely can complete this final report as well as
needed, so that consumers feel that possible. The author would also like to
information on Shopee's Viral Marketing thank those who have participated in the
TikTok is an important source of process of completing this report. This is
information for them. the presentation of the final project report
on the influence of viral marketing
Shopee should improve Entertainment in through TikTok on Shopee consumer
their Viral Marketing TikTok videos, attitudes. May Allah always repay all the
especially on the statement that received kindness that has been given. I hope this
the lowest response by providing research can be useful for most
entertainment that has more elements of researchers and readers.
humor or comedy that can increase the
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