EFEKTIVITAS MEDIA SOSIAL TIKTOK SEBAGAI SARANA PUBLIKASI UMKM PADA AKUN @KOOKIROOKIE DI MASA PANDEMI

FEBRIYANTI, FEBRIYANTI (2022) EFEKTIVITAS MEDIA SOSIAL TIKTOK SEBAGAI SARANA PUBLIKASI UMKM PADA AKUN @KOOKIROOKIE DI MASA PANDEMI. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The occurrence of the Covid-19 pandemic in Indonesia made all activities that were originally offline become online, this caused the number of internet usage and the use of the TikTok application to increase to 315 million users. The high rate of the spread of the covid virus is followed by high data on people who have lost their jobs due to the pandemic. Because of this, many new MSMEs have sprung up. the purpose of this research is to know how effective Tiktok social media is as a means of publishing MSMEs @kookirookie during a pandemic. This study discusses the effectiveness of TikTok social media as a means of publishing MSMEs on the @kookirookie account during the pandemic. Researchers use usability characteristics that contain learnability, efficiency, memorability, error and satisfaction to measure the level of effectiveness. This study uses a positivism paradigm with a quantitative approach using survey methods. The sampling technique of this study used simple random sampling with a total sample of 100. The data collection technique in this study was primary data with questionnaires and secondary data with journals and other literature studies. The results of research on the effectiveness of Tiktok social media as a means of publishing MSMEs on the @kookirookie account in the pandemic period are very effective. This can be seen from the answers of 100 respondents who were calculated using a Likert scale with the Likert Summarting Rating formula and got a total score of 8,729 where the number lies between Q3 and A, which means the TikTok application is very effective as a means of publishing MSMEs on the @kookirookie account during the pandemic. Keywords: Pandemic, Effectiveness, Social Media, TikTok, Publication, MSME Terjadinya Pandemi Covid-19 di Indonesia membuat seluruh kegiatan yang awalnya bersifat offline menjadi online, hal ini menyebabkan angka penggunaan internet serta penggunaan aplikasi TikTok meningkat hingga 315 juta pengguna. Tingginya angka penyebaran virus covid diikuti dengan tingginya data orang yang kehilangan pekerjaanya karena pandemi. Karena hal tersebut banyak UMKM baru yang bermunculan. Tujuan penelitian untuk mengetahui seberapa efektif media sosial Tiktok sebagai sarana Publikasi UMKM @kookirookie di masa pandemi. Penelitian ini membahas tentang efektivitas media sosial TikTok sebagai sarana publikasi UMKM pada akun @kookirookie di masa pandemi. Peneliti menggunakan karakteristik usability yang berisi learnability, efficiency, memorability, error dan satisfaction untuk mengukur tingkat efektivitasnya. Penelitian ini menggunakan paradigma positivism dengan pendekatan kuantitatif menggunakan metode survei. Teknik penarikan sampel penelitian ini menggunakan simple random sampling dengan jumlah sampel sebanyak 100. Teknik pengumpulan data pada penelitian ini adalah data primer dengan kuesioner dan data sekunder dengan jurnal dan studi kepustakaan lainnya. Hasil penelitian efektivitas media sosial Tiktok Sebagai sarana Publikasi UMKM pada akun @kookirookie di Masa pandemi sangat efektif. Hal ini dilihat dari hasil jawaban 100 responden yang dihitung menggunakan skala likert dengan rumus Likert Summarting Rating dan mendapatkan skor total sebanyak 8.729 dimana angka tersebut terletak diantara Q3 dan A yang artinya aplikasi TikTok sangat efektif sebagai sarana publikasi UMKM pada akun @kookirookie di masa pandemi. Kata Kunci: Pandemi, Efektivitas, Media Sosial, TikTok, Publikasi, UMKM

Item Type: Thesis (S1)
Call Number CD: FK/PR. 22 089
NIM/NIDN Creators: 44218010132
Uncontrolled Keywords: Pandemi, Efektivitas, Media Sosial, TikTok, Publikasi, UMKM
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
Divisions: Fakultas Ilmu Komunikasi > Hubungan Masyarakat
Depositing User: WADINDA ROSADI
Date Deposited: 03 Oct 2022 04:44
Last Modified: 03 Oct 2022 08:17
URI: http://repository.mercubuana.ac.id/id/eprint/69829

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