PENGARUH KREDIBILITAS TIKTOK INFLUENCER TERHADAP KEPUTUSAN WORK FROM CAFE DI KOTA BANDUNG

TAZKIA RIZA AZZAHRA, - (2024) PENGARUH KREDIBILITAS TIKTOK INFLUENCER TERHADAP KEPUTUSAN WORK FROM CAFE DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

ABSTRAK Sosial media menjadi tempat informasi yang up to date di zaman sekarang yang serba teknologi ini. Ditinjau berdasarkan riset TikTok termasuk salah satu aplikasi sosial media yang paling sering digunakan di zaman sekarang. Tidak hanya memberikan hiburan tetapi TikTok pun menjadi tempat para content creator berkreasi sekaligus memberikan informasi yang bersifat menarik dan kredibel. Tantangan bagi akun baru perlunya lebih meng-explore apa yang ingin ditunjukkan dengan tetap menjaga kredibilitas dari akun tersebut agar tetap diminati dan dipercaya oleh penontonnya, serta informasi yang jelas dan lengkap juga diperlukan dalam setiap pembuatan kontennya. Tujuan dari penelitian ini yaitu mengidentifikasi pengaruh kredibilitas akun TikTok @thatonewfcguy terhadap keputusan pembelian khususnya work from café (WFC) dan untuk mengetahui penilaian para pengikutnya terhadap akun TikTok @thatonewfcguy. Populasi pengikut akun Tiktok @thatonewfcguy terdapat sebesar 13.600 per November 2024. Variabel dari penelitian ini terdapat variabel bebas (X) yaitu kredibilitas yang memiliki atribut attractiveness, trustworthiness, dan expertise. Variabel terikat (Y) yaitu keputusan pembelian. Penelitian ini menggunakan metode kuantitatif. Teknik purposive sampling digunakan pada penelitian ini dengan 100 responden yang memiliki kriteria berusia minimal 21 tahun, merupakan followers dari akun TikTok @thatonewfcguy dan pernah memutuskan work from café berdasarkan rekomendasi dari akun TikTok @thatonewfcguy. Teknik pengolahan data yang digunakan yaitu uji validitas dan reliabilitas, uji asumsi serta uji regresi linier sederhana dengan uji parsial (t). Hasil penelitian menunjukan hasil nilai R Square 0.383, bermakna bahwa kredibilitas mempengaruhi penjualan sebesar 38,3% sedangkan sisanya 61,7% dipengaruhi oleh faktor-faktor lain. Nilai thitung 7.767 > ttabel 1.660 sehingga mendapatkan simpulan yaitu terdapat pengaruh kredibilitas terhadap keputusan pembelian dengan objek penelitian pada akun TikTok @thatonewfcguy. Peneliti merekomendasikan untuk terus menjaga kredibilitas serta peningkatan inovasi pada setiap kontennya guna meningkatkan kepercayaan penonton pada akun TikTok @thatonewfcguy. Kata Kunci : Kredibilitas, TikTok, Work From Café (WFC), Keputusan Pembelian ABSTRACT Social media is a place for up to date information in today's technological era. Based on research, TikTok is one of the most frequently used social media applications today. Not only does it provide entertainment, but TikTok is also a place for content creators to be creative while providing information that is interesting and credible. The challenge for new accounts is the need to further explore what they want to show while maintaining the credibility of the account so that it remains interested and trusted by the audience, and clear and complete information is also needed in every content creation. The aim of this research is to identify the influence of the credibility of the @thatonewfcguy TikTok account on purchasing decisions, especially work from café (WFC) and to determine the followers' assessment of the @thatonewfcguy TikTok account. The population of followers of the Tiktok account @thatonewfcguy is 13.600 as of November 2024. The variables in this research are the independent variable (X), namely credibility which has the attributes of attractiveness, trustworthiness and expertise. The dependent variable (Y) is the purchasing decision. This research use quantitative methods. Purposive sampling technique was used in this research with 100 respondents who had the criteria to be at least 21 years old, were followers of the TikTok account @thatonewfcguy and had decided to work from a café based on recommendations from the TikTok account @thatonewfcguy. The data processing techniques used are validity and reliability tests, assumption tests and simple linear regression tests with partial (t) tests. The research results show an R Square value of 0.383, meaning that credibility influences sales by 38,3% while the remaining 61,7% is influenced by other factors. The value of thitung 7.767 > ttabel 1.660 so that we can conclude that there is an influence of credibility on purchasing decisions with the research object on the TikTok account @thatonewfcguy. Researchers recommend continuing to maintain credibility and increasing innovation in each content to increase audience trust in the @thatonewfcguy TikTok account. Keywords : Credibility, TikTok, Work From Café (WFC), Purchasing Decision

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?view_op=list_works&hl=en&user=LMWPZ1IAAAAJ ID SINTA Dosen Pembimbing : Agus Sudono : 6134240 Purna Hindayani : 6745708
Uncontrolled Keywords:	Kredibilitas, TikTok, Work From Cafe (WFC), Keputusan Pembelian Credibility, TikTok, Work From Cafe (WFC), Purchasing Decision
Subjects:	G Geography. Anthropology. Recreation > GV Recreation Leisure H Social Sciences > HD Industries. Land use. Labor
Divisions:	Fakultas Pendidikan Ilmu Pengetahuan Sosial > Manajemen Industri Katering
Depositing User:	TAZKIA RIZA AZZAHRA
Date Deposited:	19 Dec 2024 02:12
Last Modified:	19 Dec 2024 02:12
URI:	http://repository.upi.edu/id/eprint/129109

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