PENGARUH KONTEN MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN WIZZMIE : Studi Korelasional pada Pengikut Akun TikTok @beyiandeca

Fathur Rohman Al Fath, - (2024) PENGARUH KONTEN MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN WIZZMIE : Studi Korelasional pada Pengikut Akun TikTok @beyiandeca. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

TikTok telah menjadi salah satu platform media sosial yang populer digunakan dalam memasarkan produk, Wizzmie memanfaatkan potensi ini dengan harapan konsumen memiliki minat saat melihat produk yang dipromosikan hingga berujung kepada keputusan pembelian. Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh tayangan media sosial TikTok terhadap keputusan pembelian Wizzmie dengan menggunakan teori AIDA (attention, interest, desire, action). Peneliti menggunakan metode korelasional dengan pendekatan kuantitatif. Teknik pengumpulan data dilakukan dengan cara Non-probability Sampling, sedangkan sampel penelitian sejumah 385 responden. Setelah data terkumpul, dilakukan analisis data dengan teknik analisis regresi pada variabel konten media sosial TikTok (X) yang mencakup indikator intensitas konten, isi pesan, dan daya tarik. Sementara itu, indikator variabel keputusan pembelian (Y), meliputi: pilihan produk, pilihan merk, pilihan penyalur, waktu pembelian, dan metode pembayaran. Hasil penelitian ini menunjukkan bahwa: 1) Ada pengaruh antara intensitas konten terhadap keputusan pembelian; 2) Ada pengaruh antara isi pesan terhadap keputusan pembelian; 3) Ada pengaruh antara daya tarik terhadap keputusan pembelian; dan 4) Ada pengaruh antara konten media sosial TikTok terhadap keputusan pembelian secara simultan. Temuan ini menunjukkan bahwa strategi pemasaran melalui TikTok dapat dikatakan efektif untuk menarik perhatian dan minat konsumen, serta mempengaruhi tindakan pembelian. TikTok has become one of the popular social media platforms used in marketing products, Wizzmie utilizes this potential in the hope that consumers will have an interest when seeing the promoted product, leading to a purchase decision. This study aims to analyze how much influence TikTok social media impressions have on Wizzmie's purchasing decisions using the AIDA theory (attention, interest, desire, action). Researchers used a correlational method with a quantitative approach. The data collection technique was carried out by means of Non-probability Sampling, while the research sample was 385 respondents. After the data is collected, data analysis is carried out using regression analysis techniques on the TikTok social media content variable (X) which includes indicators of content intensity, message content, and attractiveness. Meanwhile, indicators of purchasing decision variables (Y) include: product choice, brand choice, supplier choice, purchase time, and payment method. The results of this study indicate that: 1) There is an influence between content intensity on purchasing decisions; 2) There is an influence between message content on purchasing decisions; 3) There is an influence between attractiveness on purchasing decisions; and 4) There is an influence between TikTok social media content on purchasing decisions simultaneously. These findings indicate that the marketing strategy through TikTok can be said to be effective in attracting consumer attention and interest, and influencing purchasing actions.

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Official URL: https://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?view_op=new_profile&hl=en SINTA ID : 5991814 SINTA ID : 6036674
Uncontrolled Keywords: Media Sosial, TikTok, Konten TikTok, Keputusan Pembelian Social Media, TikTok, TikTok Content, Purchase Decision
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ilmu Pengetahuan Sosial > Ilmu Komunikasi
Depositing User: Fathur Rohman Al Fath
Date Deposited: 07 Oct 2024 03:20
Last Modified: 07 Oct 2024 03:20
URI: http://repository.upi.edu/id/eprint/126662

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