EXPLORING THE IMPACT OF POST-ROLL ADVERTISING ON CLICK-THROUGH RATE AMONG TIKTOK USERS @DOSENKECANTIKAN

Authors

  • Wulan Dini Indonesia University of Education image/svg+xml Author
  • Puspo Dewi Dirgantari Indonesia University of Education image/svg+xml Author
  • Thi Tu Quyen Phan Author
  • Annisa Aghniarahma Junia Indonesia University of Education image/svg+xml Author

Keywords:

post-roll advertising, click-through rate, Tik tok, digital marketing, media context

Abstract

This study aims to analyze the effect of post-roll advertising on click-through rate (CTR) on short-form video platform TikTok. A quantitative correlational survey design was employed to examine the relationship between post-roll ad exposure (X) and CTR (Y). A total of 107 respondents were selected through purposive sampling from followers of the TikTok account @dosenkecantikan. Data were collected using an online questionnaire measured on a five-point Likert scale and analyzed using simple linear regression with SPSS 26.0. The results revealed a significant positive effect of post-roll advertising on CTR (β = 1.080; p < 0.001), with R² = 0.850, indicating that 85% of CTR variation is explained by post-roll ad effectiveness. These findings suggest that ad placement at the end of video content effectively sustains user attention and drives engagement through clicks. Theoretically, the results reinforce the mere exposure effect and the importance of media context in digital advertising effectiveness. Future studies are recommended to include moderating variables such as ad creativity, content relevance, and emotional appeal to account for the remaining unexplained variance.

 

Key words: ; ; TikTok; ; media context

 

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Published

2026-03-20

Issue

Vol. 4 No. 2 (2026): Proceedings of the 4th International Conference on Education, Economics, Business, Entrepreneurship, and Finance (ICEBEF 2026)

Section

Articles