ABSTRACT: Viral marketing is a new phenomenon brought about by the usage of social media in marketing. One example of the implementation of viral marketing in social media is TikTok Shop. TikTok Shop is a new feature that business people can use to make buying and selling transactions and make it easier for consumers to shop while viewing viral videos, advertisements, and reviews of a product. TikTok also has an advertising feature or TikTok Ads which is very effective and attracts the attention of many corporate marketers. Advertisements can influence consumers’ perceptions after observing and viewing advertisements called perceived advertising value. Viral marketing and perceived advertising value can influence consumer attitude toward behavior. Attitude towards behavior can affect purchase intention. This study uses a type of quantitative research with an explanatory research approach. The selected population is TikTok Shop users. The sample used was 349 respondents. Non-probability sampling with the type of approach, namely purposive sampling, was the sampling method employed in this research. This research uses the path analysis method. Based on the research results, viral marketing, perceived advertising value, and attitude toward behavior have a positive and significant effect on purchase intention.
KEYWORDS – Viral Marketing, Perceived Advertising Value, Attitude Behavior, Purchase Intention, TikTok Shop