Agashi Nabila, - (2024) PENGARUH PENGGUNAAN MEDIA SOSIAL TIKTOK DALAM KEPUTUSAN PEMBELIAN PRODUK BUKU SELF-IMPROVEMENT PADA MAHASISWA KIP-K FPIPS UPI. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
TikTok merupakan media sosial terpopuler di kalangan mahasiswa KIP-K FPIPS UPI. Penelitian ini bertujuan untuk mengetahui tingkat penggunaan media sosial TikTok, tingkat keputusan pembelian, dan seberapa besar pengaruh penggunaan media sosial TikTok dalam keputusan pembelian produk buku Self-Improvement pada mahasiswa KIP-K FPIPS UPI. Penelitian ini dilaksanakan karena banyak mahasiswa tertarik dengan konten self-improvement di media sosial TikTok, dan banyak dari mereka tertarik dan menyukai buku-buku Self-Improvement. Namun, di media sosial TikTok sebagian besar iklan produk yang ditemukan adalah tentang skincare, bodycare, fashion, makanan dan minuman, dan peralatan rumah tangga. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survey kuisioner. Hasil penelitian menunjukan bahwa: 1) Tingkat penggunaan media sosial TikTok di kalangan mahasiswa KIP-K FPIPS UPI adalah 73,8 dengan kriteria sedang, 2) Tingkat keputusan pembelian adalah 74,6 dengan kriteria sedang, 3) Pengaruh penggunaan TikTok dalam keputusan pembelian produk buku Self�Improvement adalah sebesar 19%. Hasil ini menunjukkan bahwa TikTok berperan secara signifikan dalam mempengaruhi keputusan pembelian produk buku Self�Improvement pada mahasiswa KIP-K FPIPS UPI, meskipun masih banyak faktor lain yang mempengaruhi keputusan tersebut. Penelitian ini memberikan wawasan bagi pemasar untuk lebih memanfaatkan TikTok dalam mempromosikan produk buku Self-Improvement, mengingat potensinya yang besar di kalangan mahasiswa. TikTok is the most popular social media among KIP-K FPIPS UPI students. This study aims to determine the level of TikTok social media usage, the level of purchasing decisions, and how much influence the use of TikTok social media has on purchasing decisions for Self-Improvement book products among KIP-K FPIPS UPI students. This study was conducted because many students are interested in self-development content on TikTok social media, and many of them are interested in and like Self-Improvement books. However, on TikTok social media, most of the product advertisements found are about skincare, bodycare, fashion, food and beverages, and household appliances. The research method used is a quantitative approach with a questionnaire survey method. The results of the study show that: 1) The level of TikTok social media usage among KIP�K FPIPS UPI students is 73.8 with moderate criteria, 2) The level of purchasing decisions is 74.6 with moderate criteria, 3) The influence of TikTok use in purchasing decisions for Self-Improvement book products is 19%. These results indicate that TikTok plays a significant role in influencing the purchasing decision of Self-Improvement book products among KIP-K FPIPS UPI students, although there are still many other factors that influence the decision. This study provides insight for marketers to further utilize TikTok in promoting Self-Improvement book products, considering its great potential among students.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=mn37VswAAAAJ ID SINTA Dosen Pembimbing: Faqih Samlawi: 5994693 Muhammad Arief Rakhman: 6710571 |
| Uncontrolled Keywords: | Penggunaan media sosial TikTok, keputusan pembelian, buku Self-Improvement, mahasiswa KIP-K, pengaruh media sosial dalam perilaku konsumen. TikTok social media usage, purchase decision, Self-Improvement books, KIP-K students, influence of social media on consumer behavior. |
| Subjects: | H Social Sciences > HE Transportation and Communications H Social Sciences > HJ Public Finance L Education > LB Theory and practice of education > LB2300 Higher Education |
| Divisions: | Fakultas Pendidikan Ilmu Pengetahuan Sosial > Pendidikan IPS |
| Depositing User: | Agashi Nabila |
| Date Deposited: | 07 Sep 2024 17:08 |
| Last Modified: | 07 Sep 2024 17:08 |
| URI: | http://repository.upi.edu/id/eprint/123309 |
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