Aji Jildan Juljiana, - and Heny Hendrayati, - and Arief Budiman, - (2025) PENGARUH PEMASARAN MELALUI MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN PRODUK TONER MS GLOW: Survey Pada Pengikut Akun Tiktok @msglowbeauty. S1 thesis, Universitas Pendidikan Indonesia.
Abstract
Penelitian ini bertujuan untuk menguji pengaruh pemasaran melalui media sosial TikTok terhadap keputusan pembelian produk toner MS Glow pada pengikut akun TikTok @msglowbeauty. Penelitian menggunakan metode kuantitatif dengan pendekatan deskriptif dan verifikatif, serta melibatkan 402 responden yang dipilih melalui teknik purposive sampling. Analisis data dilakukan dengan statistik deskriptif dan regresi linear sederhana. Hasil penelitian menunjukkan bahwa pemasaran media sosial TikTok memiliki korelasi dalam kategori tinggi dan berpengaruh secara positif dan signifikan terhadap keputusan pembelian. Dimensi informativeness memperoleh skor tertinggi, sementara interactivity menjadi yang terendah. Pada variabel keputusan pembelian, dimensi brand choice menjadi yang paling lemah. Temuan ini menunjukkan bahwa strategi pemasaran TikTok memiliki peran penting dalam mempengaruhi perilaku konsumen, namun masih perlu ditingkatkan terutama dalam aspek interaktif dan penguatan identitas produk. This study aims to examine the influence of TikTok-based social media marketing on the purchase decision of MS Glow toner among followers of the TikTok account @msglowbeauty. The research employs a quantitative method with a descriptive and verificative approach, involving 402 respondents selected through purposive sampling. Data were analyzed using descriptive statistics and simple linear regression. The findings indicate that TikTok social media marketing is perceived at a high level and has a positive and significant influence on purchase decisions. The informativeness dimension received the highest score, while interactivity was the lowest. In the purchase decision variable, brand choice emerged as the weakest dimension. These findings suggest that TikTok marketing strategies play an important role in influencing consumer behavior, yet require improvement particularly in enhancing interactive engagement and strengthening product identity.
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| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?view_op=new_profile&hl=id&authuser=5 ID SINTA Dosen Pembimbing: Heny Hendrayati: 5994544 Arief Budiman: 5992927 |
| Uncontrolled Keywords: | Pemasaran media sosial, Keputusan pembelian, MS Glow, Toner Social Media Marketing, Purchase Decision, MS Glow, Toner |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HF Commerce |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Manajemen (non kependidikan) |
| Depositing User: | Aji Jildan Juljiana - |
| Date Deposited: | 30 Oct 2025 06:56 |
| Last Modified: | 30 Oct 2025 06:56 |
| URI: | http://repository.upi.edu/id/eprint/144741 |
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