MOTIVASI DAN VIRAL MARKETING PADA APLIKASI TIKTOK TERHADAP KEPUTUSAN PINJAMAN ONLINE IGENERATION DI KOTA BANJARMASIN

Ellya Agustina Imanuela Tjhia; Halimah; Noorhayati; Ramadani; Agustia Rinjani Putri; Sudirwo

Ellya Agustina Imanuela Tjhia Lambung Mangkurat University
Halimah Lambung Mangkurat University
Noorhayati Lambung Mangkurat University
Ramadani Lambung Mangkurat University
Agustia Rinjani Putri Lambung Mangkurat University
Sudirwo Lambung Mangkurat University

Keywords: Motivation, Viral Marketing, Online Loans, iGeneration, Banjarmasin

Abstract

The abundance of information that appears on For Your Page (FYP) on the TikTok application and always goes hand in hand with Internet Generation (iGeneration) in the city of Banjarmasin has led them to get or do something similar to what they see. Online loan advertisements that often appear either in the form of paid ads or ads inserted on the content support the online loan decision by iGeneration in the city of Banjarmasin. This research uses the Concurrent Embedded Strategy method by using quantitative and qualitative data at the same time. It was found that the average iGeneration who used online loans was 44% with the age of 20 years. The results of this research found that motivation and viral marketing had a significant influence on online loan decisions by iGeneration in Banjarmasin City by 61.7% based on parametric tests. In addition, this research also found that there are five dominant motives that affect the motivation of iGeneration in making online loan decisions after being actively exposed to viral marketing on the TikTok application, including (1) Lifestyle, (2) Curiosity, (3) Urgent Needs, (4) Environmental Factors and (5) Thirst for Validation.