COMPARATIVE STUDY TIKTOK AND INSTAGRAM ADS ON BRAND AWARENESS, BRAND ATTITUDE, AND PURCHASE INTENTION MODERATED BY AGE AND GENDER

Abstract

Purpose: This study aims to determine the comparison between Ads on Instagram and Ads on TikTok on Purchase Intention, Brand Awareness, and Brand Attitude. Design/methodology/approach: This study is a quantitative study with 160 valid respondents who are active users of social media (Instagram and TikTok). The number of instruments used in the online questionnaire consists of 15 items. This study uses SPSS as an analytical technique. This study uses non-probability sampling with purposive sampling. Findings: There is no significant difference between Instagram and TikTok ads in brand attitude. However, there is a significant difference between Ads on Instagram and Ads on TikTok in terms of brand awareness, and purchase intention. On the other hand, other factors, namely gender and age (Millennial and Gen-z), have a significant effect on brand awareness and purchase intention. Originality/value: The value of this research is on the comparison of brand awareness, brand behaviour, and buying interest between advertising media on Instagram and advertising media on TikTok.