SARI, NOVITA (2023) ANALISIS EFEKTIVITAS PROMOSI, VIDEO ADVERTISING, DAN ONLINE REVIEW PADA MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI PRODUK PADA MAHASISWA UNIVERSITAS MERCU BUANA. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to examine and analyze the influence of the effectiveness of promotions, video advertising, and online reviews on TikTok social media on buying interest for a product. This study uses data analysis techniques Structural Equation Modeling (SEM) with Partial Least Square (PLS) data processing. The population in this study are Mercu Buana University students as users of the TikTok application which are categorized as an unlimited population. The sample used was 120 respondents. Sampling method using simple random sampling. The data collection method uses the survey method, with the research instrument being an online questionnaire using the Google form. The results of this study indicate that promotion has a positive and significant effect on purchase intention, video advertising has a positive and significant effect on purchase intention, and online reviews have a positive and significant effect on purchase intention of a product. Suggestions for content creators or businesses can take advantage of the Live Shop feature in promotions, attractive video advertising with cinematic videos, as well as honest product reviews by utilizing content a day in my life. Keywords: Promotion, Video Advertising, Online Review, Buying Interest, TikTok. Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh efektivitas promosi, video advertising, dan online review pada media sosial TikTok terhadap minat beli suatu produk. Penelitian ini menggunakan teknik analisis data Structural Equation Modeling (SEM) dengan pengolahan data Partial Least Square (PLS). Populasi dalam penelitian ini adalah mahasiswa Universitas Mercu Buana sebagai pengguna aplikasi TikTok yang dikategorikan sebagai populasi tidak terbatas. Sampel yang dipergunakan adalah sebanyak 120 responden. Metode penarikan sampel menggunakan simple random sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitiannya adalah kuesioner online menggunakan google form. Hasil penelitian ini menunjukkan bahwa promosi berpengaruh positif dan signifikan terhadap minat beli, video advertising berpengaruh positif dan signifikan terhadap minat beli, dan online review berpengaruh positif dan signifikan terhadap minat beli suatu produk. Saran bagi content creator atau pelaku usaha dapat memanfaatkan fitur Live Shop dalam promosi, video advertising yang menarik dengan cinematic video, serta review produk secara jujur dengan memanfaatkan content a day in my life. Kata Kunci : Promosi, Video Advertising, Online Review, Minat Beli, TikTok.
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