PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TIKTOK TERHADAP PURCHASE DECISION DI SOCIAL COMMERCE TIKTOK SHOP @INTHEBOX.ID

Raden Mochamad Chandra, - (2023) PENGARUH CONTENT MARKETING DAN ELECTRONIC WORD OF MOUTH TIKTOK TERHADAP PURCHASE DECISION DI SOCIAL COMMERCE TIKTOK SHOP @INTHEBOX.ID. S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Revolusi industri 4.0 telah mengubah teknik pemasaran konvensional menjadi pemasaran digital, melalui media sosial yang menjadi platform utama untuk promosi dan penjualan produk. Pengguna aktif media sosial di Indonesia, khususnya TikTok, mengalami peningkatan yang cukup signifikan, sehingga membuka peluang bagi para pelaku usaha untuk memanfaatkan platform tersebut sebagai media promosi. INTHEBOX, sebuah perusahaan furnitur, telah menerapkan pemasaran konten melalui TikTok dengan strategi penawaran seperti gratis ongkos kirim dan subsidi ongkos kirim. Namun, ulasan negatif dari beberapa konsumen dapat mempengaruhi perilaku konsumen dan menurunkan penjualan produk melalui TikTok Shop. Penelitian ini menggunakan analisis deskriptif dengan pendekatan kuantitatif, pengumpulan data melalui kuesioner dengan metode non-probability sampling yaitu purposive sampling. Sampel terdiri dari 175 konsumen INTHEBOX. Hasil penelitian ini menunjukkan (1) Content marketing berpengaruh positif dan signifikan terhadap purchase decision di TikTok Shop @inthebox.id. (2) Electronic word of mouth tidak berpengaruh signifikan terhadap purchase decision di TikTok Shop @inthebox.id. (3) Secara simultan, pemasaran konten dan electronic word of mouth berpengaruh positif dan signifikan terhadap purchase decision pada TikTok Shop @inthebox.id. Adapun content marketing dan electronic word of mouth memiliki kontribusi sebesar 84,4% dalam mempengaruhi purchase decision. Untuk meningkatkan kepercayaan, perusahaan harus memberikan informasi yang dapat dipercaya kepada audiens dengan fakta dan kebenaran yang terjadi. Perusahaan dapat meningkatkan kualitas produk, harga yang ditawarkan dan melakukan promosi secara menarik untuk menciptakan perhatian konsumen dengan mengingkatkan keputusan pembelian serta penjualan di brand INTHEBOX. The industrial revolution 4.0 has transformed conventional marketing techniques into digital marketing, with social media becoming the main platform for product promotion and sales. Active users of social media in Indonesia, especially TikTok, have increased significantly, creating opportunities for businesses to utilize the platform as a promotional media. INTHEBOX, a furniture company, has implemented content marketing through TikTok with offer strategies such as free shipping and subsidized shipping. However, negative reviews from some consumers can influence consumer behavior and reduce product sales through TikTok Shop. This research applies descriptive analysis with a quantitative approach, collecting data through questionnaires with a non-probability sampling method, namely purposive sampling. The sample consisted of 175 INTHEBOX consumers. The results of this study indicate (1) Content marketing has a positive and significant effect on purchase decisions at TikTok Shop @inthebox.id. (2) Electronic word of mouth has no significant effect on purchase decision at TikTok Shop @inthebox.id. (3) Simultaneously, content marketing and electronic word of mouth have a positive and significant influence on purchase decisions at TikTok Shop @inthebox.id. Both content marketing and electronic word of mouth contribute to 84.4% in influencing purchase decisions. To enhance trust, the company must provide credible information to the audience based on facts and truth. The company can improve product quality, offer competitive prices and engage in compelling promotions to capture consumer attention and boost purchase decisions and sales for the brand INTHEBOX.

Item Type: Thesis (S1)
Additional Information: Link Google Scholar: https://scholar.google.com/citations?hl=id&authuser=4&user=Sn1lMQsAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Syti Sarah Maesaroh: 6681118
Uncontrolled Keywords: Industrial Revolution 4.0, Digital Marketing, Social Media, TikTok, Purchase Decisions.
Subjects: L Education > L Education (General)
Divisions: UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User: Raden Mochamad Chandra
Date Deposited: 31 Aug 2023 07:39
Last Modified: 31 Aug 2023 07:39
URI: http://repository.upi.edu/id/eprint/99719

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