PENGARUH SOCIAL MEDIA MARKETING DAN USER GENERATED CONTENT (UGC) TERHADAP PURCHASE DECISION PRODUK LUXCRIME PADA GENERASI Z DI TIKTOK

Mita Amaliyatul Hayat, - (2024) PENGARUH SOCIAL MEDIA MARKETING DAN USER GENERATED CONTENT (UGC) TERHADAP PURCHASE DECISION PRODUK LUXCRIME PADA GENERASI Z DI TIKTOK. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Platform media sosial TikTok yang kini telah beralih menjadi social commerce, hal ini dimanfaatkan oleh banyak brand sebagai salah satu media pemasaran dan jual beli. Namun, social media marketing yang dilakukan pada aplikasi TikTok tidak direspon dengan baik oleh pengguna, sehingga menyebabkan jangkauan kampanye social media marketing pada brand menurun, salah satunya dirasakan oleh brand Luxcime. Brand Luxcrime mendapatkan berbagai ulasan, review dan semacamnya melalui konten-konten yang dibuat pengguna atau disebut dengan user generated content (UGC). Bukan hanya pandangan yang baik dan positif, brand ini juga mendapatkan pandangan negatif yang dihadirkan dalam beragam bentuk konten UGC di Tiktok oleh para konsumen yang merasa kecewa dengan produknya. Penelitian ini dilakukan untuk mengetahui pengaruh social media marketing dan user generated content (UGC) terhadap purchase decision produk Luxcrime pada generasi Z di TikTok. Pendekatan yang digunakan dalam penelitian ini adalah kuantitatif deskriptif dengan metode survei kuesioner. Sampel dalam penelitian ini berjumlah 130 responden yang merupakan generasi Z berusia 18-27 tahun yang berdomisili di jawa barat dan pernah membeli produk luxcrime di tiktok minimal satu kali. Data yang telah dikumpulkan kemudian diolah menggunakan menggunakan aplikasi SPSS 26. Hasil penelitian ini antara lain, pertama social media marketing berpengaruh secara signifikan terhadap purchase decision. Kedua, user generated content (UGC) berpengaruh secara signifikan terhadap purchase decision. Ketiga social media marketing dan user generated content (UGC) secara bersama-sama berpengaruh positif dan signifikan terhadap purchase decision. The TikTok social media platform has now transitioned into a social commerce platform, which many brands have leveraged as a marketing and sales medium. However, social media marketing efforts on TikTok are not always well-received by users, leading to a decline in the reach of social media marketing campaigns for some brands, including Luxcrime. Luxcrime has received various reviews, feedback, and other responses through user-generated content (UGC) created by users. These include not only positive and favorable opinions but also negative perspectives expressed through various forms of UGC on TikTok from consumers disappointed with the brand’s products. This research aims to determine the influence of social media marketing and user-generated content (UGC) on purchase decisions for Luxcrime products among Generation Z on TikTok. The research uses a quantitative descriptive approach with a survey method through questionnaires. The sample consists of 130 respondents aged 18-27 years who reside in West Java and have purchased Luxcrime products on TikTok at least once. The collected data was processed using SPSS 26 software. The findings of this research are: first, social media marketing significantly influences purchase decisions. Second, user-generated content (UGC) significantly influences purchase decisions. Third, social media marketing and user-generated content (UGC) together have a positive and significant influence on purchase decisions.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=list_works&hl=en&user=kzu4ungAAAAJ ID SINTA DOSEN PEMBIMBING: Adam Hermawan: 6681172 Asep Nuryadin: 6745757
Uncontrolled Keywords: Social Media Marketing, User Generated Content (UGC), Purchase Decision.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Mita Amaliyatul Hayat
Date Deposited: 10 Sep 2024 06:36
Last Modified: 10 Sep 2024 06:36
URI: http://repository.upi.edu/id/eprint/123020

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