EFEKTIVITAS MEDIA SOSIAL TIKTOK@CJRFOODNOTE DALAM KEPUTUSAN PEMBELIAN KULINER

Miftahul Janah, - (2024) EFEKTIVITAS MEDIA SOSIAL TIKTOK@CJRFOODNOTE DALAM KEPUTUSAN PEMBELIAN KULINER. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk memperoleh gambaran efektivitas media sosial dan gambaran keputusan pembelian, serta temuan pengaruh efektivitas media sosial TikTok terhadap keputusan pembelian pada akun @cjrfoodnote. Metode penelitian yang digunakan adalah metode kuantitatif dengan analisis deskriptif dan verifikatif. Teknik pengambilan sampel menggunakan pendekatan nonprobability sampling dengan metode purposive sampling dan memilih ukuran sampel sebanyak 100 responden yang didapatkan melalui rumus slovin dimana 100 responden tersebut merupakan followers akun TikTok @cjrfoodnote. Berdasarkan hasil penelitian menunjukan bahwa gambaran efektivitas media sosial berada pada kategori tinggi dengan total skor 6237 dari skor ideal 7500 dan keputusan pembelian berada pada kategori tinggi dengan total skor 3732 dari skor ideal 4500, serta efektivitas media sosial berpengaruh secara positif terhadap keputusan pembelian pada akun @cjrfoodnote yaitu dengan hasil uji t sebesar 0,000 (<0,05). Nilai Fhitung yang didapat pada penelitian ini sebesar 174.590 > Ftabel yakni sebesar 3,94 dengan nilai signifikansi yang diperoleh 0,000<0,05. Artinya Ho ditolak dan Ha diterima, maka dapat disimpulkan bahwa variabel efektivitas sosial media (X) memiliki pengaruh signifikan secara bersama-sama terhadap variabel keputusan pembelian (Y). Penulis menyarankan agar terus meningkatkan kreativitas dan inovasi dalam konsep video serta pemilihan jenis kuliner untuk memperbaiki efektivitas media sosial, sehingga keputusan pembelian pada akun @cjrfoodnote dapat meningkat. This study aims to obtain a description of the effectiveness of social media and a description of purchasing decisions, as well as findings on the effect of TikTok social media effectiveness on purchasing decisions on the @cjrfoodnote account. The research method used is quantitative method with descriptive and verification analysis. The sampling technique used a nonprobability sampling approach with a purposive sampling method and selected a sample size of 100 respondents obtained through the slovin formula where the 100 respondents were followers of the TikTok @cjrfoodnote account. Based on the results of the study, it shows that the description of the effectiveness of social media is in the high category with a total score of 6237 from the ideal score of 7500 and purchasing decisions are in the high category with a total score of 3732 from the ideal score of 4500, and the effectiveness of social media has a positive effect on purchasing decisions on the @cjrfoodnote account, namely with the results of the t test of 0.000 (<0.05). The Fcount value obtained in this study is 174,590> Ftable, which is 3.94 with a significance value obtained of 0.000 <0.05. This means that Ho is rejected and Ha is accepted, it can be concluded that the social media effectiveness variable (X) has a significant influence together on the purchasing decision variable (Y). The author suggests continuing to increase creativity and innovation in video concepts and selection of culinary types to improve the effectiveness of social media, so that purchasing decisions on the @cjrfoodnote account can increase.

Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing: Agus Sudono: 6134240 Purna Hindayani: 6745708
Uncontrolled Keywords: Efektivitas Media Sosial, Media Sosial TikTok, Keputusan Pembelian, Social Media Marketing social media effectiveness, TikTok social media, purchase decisions, social media marketing, TikTok marketing.
Subjects: G Geography. Anthropology. Recreation > GV Recreation Leisure
H Social Sciences > HE Transportation and Communications
H Social Sciences > HF Commerce
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User: Miftahul Janah
Date Deposited: 30 Jul 2024 07:21
Last Modified: 30 Jul 2024 07:21
URI: http://repository.upi.edu/id/eprint/119368

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