Siti Nadilatus Sa'diah, - (2024) PENGARUH SOCIAL MEDIA MARKETING TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK ONLINE SHOP MELZA DI TASIKMALAYA. S1 thesis, Universitas Pendidikan Indonesia.
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S_KWU_2007114_Chapter1.pdf Download (193kB) |
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Abstract
Penelitian ini bertujuan untuk mengetahui gambaran social media marketing Tiktok dan keputusan pembelian produk online shop Melza di Tasikmalaya, serta mengetahui bagaimana pengaruh social media marketing Tiktok terhadap keputusan pembelian produk online shop Melza di Tasikmalaya. Metode yang digunakan yaitu kuantitatif dengan pendekatan deskriptif dan verifikatif. Jumlah populasi sebanyak 3.257 orang, dengan sampel sejumlah 97 orang yang didapat melalui rumus Slovin. Teknik pengumpulan data dilakukan dengan kuesioner, dan studi literatur. Hasil penelitian menunjukkan bahwa social media marketing Tiktok berpengaruh terhadap keputusan pembelian produk online shop Melza di Tasikmalaya sebesar 82,5%, sisanya sebesar 17,5% dipengaruhi oleh variabel lain yang tidak dijelaskan dalam penelitian ini, seperti brand awareness dan online customer review. Hal ini menunjukkan bahwa social media marketing Tiktok yang efektif dapat meningkatkan keputusan pembelian. This study aims to determine the description of social media marketing Tiktok and purchasing decisions for Melza online shop products in Tasikmalaya, and find out how the influence of social media marketing Tiktok on purchasing decisions for Melza online shop products in Tasikmalaya. The method used quantitative with descriptive and verification approaches. The total population was 3.257 people, with a sample of 97 people obtained through the Slovin formula. Data collection techniques were carried out with questionnaires, and literature studies. The results showed that social media marketing Tiktok influenced the decision to purchase Melza online shop products in Tasikmalaya by 82.5%, the remaining 17.5% influenced by other variables not explained in this study, such as brand awareness and online customer reviews. This shows that effective social media marketing tiktok can increase purchasing decisions.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | ID SINTA Dosen Pembimbing: Nandang: 6810537 Ismail Yusuf: 6146933 |
| Uncontrolled Keywords: | Keputusan Pembelian, Social Media Marketing, Tiktok Purchasing Decision, Social Media Marketing, Tiktok |
| Subjects: | L Education > L Education (General) |
| Divisions: | UPI Kampus Tasikmalaya > S1 Kewirusahaan |
| Depositing User: | SITI NADILATUS SA'DIAH |
| Date Deposited: | 23 Sep 2024 01:51 |
| Last Modified: | 23 Sep 2024 01:51 |
| URI: | http://repository.upi.edu/id/eprint/125429 |
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