PENGARUH VIRAL MARKETING DAN INFLUENCER MARKETING TERHADAP PURCHASE INTENTION AKUN TIKTOK @somethincofficial

Fransiska perintis br lumban gaol, - (2023) PENGARUH VIRAL MARKETING DAN INFLUENCER MARKETING TERHADAP PURCHASE INTENTION AKUN TIKTOK @somethincofficial. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Platform media sosial terus membantu industri sebagai promotor media untuk calon pelanggannya. Penelitian ini bertujuan untuk mengetahui pengaruh viral marketing dan influencer marketing terhadap purchase intention produk Somethinc pada akun TikTok @somethincofficial. Penelitian ini menggunakan pendekatan kuantitatif dengan pengumpulan data menggunakan metode survei. Instrumen penelitian menggunakan kuesioner yang disebarkan melalui Google Form. Jumlah sampel dalam penelitian ini adalah 414 responden yang merupakan followers TikTok @somethincofficial. Teknik analisis yang digunakan adalah analisis deskriptif dan analisis linier berganda. Hasil penelitian ini menunjukkan bahwa viral marketing dan influencer marketing berpengaruh terhadap purchase intention pada akun TikTok @somethincofficial. Viral marketing dan influencer marketing juga secara simultan berpengaruh terhadap purchase intention. Berdasarkan hasil uji koefisien determinasi kemampuan variabel independen (viral marketing dan influencer marketing) dalam penelitian ini mempengaruhi variabel dependen sebesar 54%, sedangkan sisanya sebesar 46% (1 – 0,540) dijelaskan oleh variabel lain selain variabel independen dalam penelitian. Social media platforms continue to help the industry as a media promoter for its potential customers. This study aims to find out the influence of viral marketing and influencer marketing on TikTok on the purchase intention of Somethinc products. This study used a quantitative approach with data collection using survey methods. The research instrumen used a questionnaire disseminated through a Google Form. The number of samples in this study was 414 respondents who were followers of TikTok @somethincofficial. The analysis techniques used are descriptive analysis and multiple linear analysis. The results of this study show that viral marketing and influencer marketing affect purchase intention on TikTok @somethincofficial accounts. Viral marketing and influencer marketing also simultaneously affect purchase intention. Based on the results of the coefficient of determination test, the ability of independen variabels (viral marketing and influencer marketing) in this study affects the dependen variabel by 54%, while the remaining 46% (1 – 0.540) is explained by variabels other than independen variabels in the study.

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Official URL: http://repository.upi.edu
Item Type: Thesis (S1)
Additional Information: ID SINTA Dosen Pembimbing Btari Mariska Purwaamijaya : 6681170 Syti Sarah Maesaroh : 6681118
Uncontrolled Keywords: Viral marketing, Influencer marketing, Purchase Intention, TikTok
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Fransiska Perintis Br Lumban Gaol
Date Deposited: 04 Jul 2023 03:15
Last Modified: 04 Jul 2023 03:15
URI: http://repository.upi.edu/id/eprint/91512

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