Lovitha Adella Haya, - (2024) PENGARUH USER GENERATED CONTENT TIKTOK TERHADAP ONLINE PURCHASE INTENTION LIPTINT BARENBLISS: Survei pada Generasi Z Pengikut Tiktok Barenbliss. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Meningkatnya jumlah perusahaan dan pangsa pasar di industri seiring dengan meningkatnya kesadaran wanita untuk berpenampilan menarik beserta kemudahan akses konten di media sosial membuat setiap brand perlu berkompetisi untuk dapat menarik Online Purchase Intention konsumen dengan menerapkan strategi marketing yang efektif. Penelitian dijalankan dengan mengambil permasalahan berupa rendahnya Online Purchase Intention Barenbliss dibandingkan dengan brand lain, yang jika dibiarkan maka akan berdampak pada tingkat penjualan dan tergantikannya oleh brand lain. User Generated Content menjadi alternatif solusi yang digunakan untuk meningkatkan minat beli online dari konsumen. Dari permasalahan tersebut, dibuat skripsi ini dengan tujuan untuk mengetahui gambaran dari User Generated Content, gambaran tingkat Online Purchase Intention, serta pengaruhnya antar variabel. Penelitian menggunakan metode kuantitatif dengan jenis analisis data deskriptif-kuantitatif serta desain penelitian kausal. Penentuan sampel menggunakan probability simple random sampling terhadap Generasi Z followers Tiktok @barenbliss_id dan didapat sejumlah 395 sampel. Teknik pengumpulan data primer melalui kuesioner Google Form dan Wawancara dengan pengujian berupa uji validitas dan uji reliabilitas, uji normalitas Kolmogorov-Smirnov, uji korelasi Pearson, uji regresi linear sederhana serta uji hipotesis dengan bantuan alat SPSS. Terdapat temuan hasil bahwa gambaran User Generated Content Tiktok dan gambaran tingkat Online Purchase Intention dikategorikan “sangat tinggi” dengan pengaruh positif signifikan dari User Generated Content Tiktok terhadap Online Purchase Intention Liptint Barenbliss. The increases of brands and market share in beauty industry along with the improvement of women’s awareness toward self-grooming, as well as the easy access to contents makes every brand have the urge to compete to attract customer Online Purchase Intention by applying effective marketing strategy. This research is done by solving the occurring problem of Barenbliss’s low Online Purchase Intention rate compared to other brands, which if it left alone, it would affect sales and other brands would take over. User Generated Content becomes alternative to maintain and improve customer Online Purchase Intention. From that issue, author decided to do this research with objectives to know the outline of User Generated Content, the outline level of Online Purchase Intention, and the effects to each variables. Research conducted with quantitative method, descriptive and quantitative data analysis, and causal research design. Sample chosen by using probability simple random sampling to @barenbliss_id Tiktok followers in Gen-Z segment, which gained 395 samples. Google Form Questionnaire and In-Depth Interview were used as primary data collecting technique with the testing in form of validity and reability testing, Kolmogorov-Smirnov normality testing, Pearson correlation testing, simple linear regression test, and hypothesis test with the help of SPSS tool. Based on results, discovered that Tiktok User Generated Content and the level of Online Purchase Intention were considered “Very High” with the significant positive influence from UGC Tiktok towards Online Purchase Intention of Barenbliss Liptint.
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S_PEM_2004603_Title.pdf Download (811kB) |
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S_PEM_2004603_Chapter 1.pdf Download (688kB) |
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S_PEM_2004603_Chapter 2.pdf Restricted to Staf Perpustakaan Download (609kB) |
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S_PEM_2004603_Chapter 3.pdf Download (613kB) |
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?user=5kwpp0oAAAAJ&hl=en&authuser=4 ID SINTA Dosen Pembimbing: Heny Hendrayati: 5994544 Ayu Krishna Yuliawati: 5977407 |
| Uncontrolled Keywords: | User Generated Content, Online Purchase Intention, Tiktok, Barenbliss, Generasi Z. User Generated Content, Online Purchase Intention, Tiktok, Barenbliss, Generation Z. |
| Subjects: | H Social Sciences > HF Commerce L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Lovitha Adella Haya |
| Date Deposited: | 25 Sep 2024 08:46 |
| Last Modified: | 25 Sep 2024 08:46 |
| URI: | http://repository.upi.edu/id/eprint/125555 |
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