PENGARUH TERPAAN IKLAN PADA KONTEN VIDEO DENGAN TAGAR #RACUNTIKTOK TERHADAP MINAT BELI MAHASISWA (Studi Pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Malang Angkatan 2018)

Almost all community activities during the COVID-19 pandemic are supported online, without exception for online shopping. Based on the Katadata Insight Center survey result, it was recorded in Mei 2021 that Gen-Z teenagers who turn 18-24 years old experiences an increase in online shopping patterns during the pandemic. It became proof that the increasing use of the internet is directly proportional to utilization in the marketing field. One of the second-highest social media is now occupied by TikTok. TikTok is not only a short video provider platform but has turned into a place to advertise online shop products marked with hashtag #RacunTiktok. With this hashtag, TikTok users can easily find recommendations for the product they want. The existence of this hashtag has influenced people’s buying interest, especially students. This study aimed to determine: Is there a positive and significant effect between #RacunTiktok video ad exposure towards students’ buying interest. This type of study used quantitative research. This study used a sample of students of Communication Science class 2018, as many as 60 respondents with purposive sampling technique. This study used a questionnaire instrument, while the data analysis technique used inferential statistical techniques by analyzing a data quality test, classical assumption test, and hypothesis testing. The study results described that: Advertising has a positive effect on students’ buying interest with a t table value of 2.00100 or t count > t table that is 3.300 > 2.00100, so it can be concluded that Ha is accepted, and advertising has a significant effect on students’ buying interest with a sig value of 0.002 < 0.05, which means it has a significant effect. The magnitude of the advertising effect on buying interest is 16.1%