FEBRIANSYAH, GILANG (2026) PENGARUH PENGELOLAAN MEDIA SOSIAL TIKTOK @SHELY CHE TERHADAP PREFERENSI KONSUMEN MASYARAKAT DI SEKTOR KULINER (Survei Pada Mahasiswa Aktif FIKOM Angkatan Tahun 2021-2024 Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
TikTok has emerged as a source of information that influences consumer preferences when selecting culinary products. This study aims to determine the impact of the management of the TikTok account @shelyche on the consumer preferences of students from the Faculty of Communication Sciences at Mercu Buana University. The research utilizes the SOR (Stimulus-Organism-Response) theory and Chris Heuer’s 4C theory as the basis for the social media content variable (X), and Kotler and Keller’s consumer preference theory as the basis for the consumer preference variable (Y). A quantitative method was employed, involving the distribution of questionnaires to 324 respondents. Data analysis was conducted using simple linear regression, the coefficient of determination, and hypothesis testing. The results yielded the regression equation Y = 22.081 + 0.725X with an R-squared value of 0.361, indicating that the content from the TikTok food vlogger accounts for a 36.1% influence on consumer preferences. Hypothesis testing showed a calculated t-value of 13.496, which exceeds the t-table value of 1.967; thus, it is concluded that the TikTok account @shelyche has a positive and significant influence on consumer preferences in the culinary sector. Keywords: TikTok, food vlogger, consumer preferences, social media. Media sosial TikTok telah menjadi salah satu sumber informasi yang memengaruhi preferensi konsumen dalam memilih produk kuliner. Penelitian ini bertujuan untuk mengetahui Pengaruh pengelolaan media sosial TikTok @shelyche terhadap preferensi konsumen mahasiswa Fakultas Ilmu Komunikasi Universitas Mercu Buana. Penelitian ini menggunakan Teori SOR dan Teori 4C Chris Heuer sebagai landasan variabel konten media sosial (X), serta teori preferensi konsumen Kotler dan Keller sebagai landasan variabel preferensi konsumen (Y). Penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 324 responden. Analisis data dilakukan menggunakan regresi linier sederhana, koefisien determinasi, dan uji hipotesis. Hasil penelitian menunjukkan persamaan regresi Y = 22,081 + 0,725X dengan nilai R Square sebesar 0,361, yang berarti konten food vlogger TikTok berpengaruh sebesar 36,1% terhadap preferensi konsumen. Hasil uji hipotesis memperoleh t hitung 13,496 > t tabel 1,967, sehingga dapat disimpulkan bahwa Media sosial TikTok @shelyche berpengaruh positif dan signifikan terhadap preferensi konsumen di sektor kuliner. Kata Kunci: TikTok, food vlogger, preferensi konsumen, media sosial.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44522010016 |
| Uncontrolled Keywords: | TikTok, food vlogger, preferensi konsumen, media sosial. |
| Subjects: | 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social 300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi |
| Divisions: | Fakultas Ilmu Komunikasi > Komunikasi Digital |
| Depositing User: | khalimah |
| Date Deposited: | 28 Aug 2026 12:09 |
| Last Modified: | 28 Aug 2026 12:09 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/103488 |
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