MARHO, TRI WAHJULI (2024) PENGARUH LIVE STREAMING PADA TIKTOK @SOMETHINCOFFICIAL TERHADAP MINAT BELI KONSUMEN. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Live streaming has become a very popular phenomenon on social media platforms, including TikTok. Now many brands use it for business promotions. One of them by using the TikTok live streaming feature is the brand from Somethingnc. The use of live streaming has been considered effective because it can increase consumer buying interest in a product. The purpose of this research is to determine whether or not live streaming on TikTok @Somethincofficial has an influence on consumer buying interest and to find out how much influence live streaming on TikTok @Somethincofficial has on consumer buying interest. The research method used is quantitative research with a variant of the survey method on followers on TikTok @Somethincofficial. From a population of 2,279,298 TikTok Somehinc followers, a sample of 100 people was taken. The sample was determined using a non-probability sampling technique, namely purposive sampling (consideration sample) using the Taro Yamane formula. The instrument used was a questionnaire. The data analysis techniques used are correlation coefficient analysis, coefficient of determination analysis, simple linear regression analysis and to test the hypothesis, use the t test and f test. Based on research results, TikTok @Somethincofficial live streaming has a purchase interest @Somethincofficial and consumer buying interest of 0.690 and is stated to be quite strong. Live streaming on Tiktok @Somethincofficial has an influence of 47.6% on Consumer Purchase Interest and 52.4% is another factor. In the T Test, the T value obtained was 9.427 > 1.984. In the F test, the F value obtained was 88.865 > 3.94. It can be concluded that in this research there is a significant influence between Live streaming on Tiktok @Somethincofficial on consumer purchase interest. Keyword: Live Streaming, Purchase Interest, TikTok, SOR Model, Somethinc Live streaming telah menjadi fenomena yang sangat populer di platform media sosial, termasuk TikTok. Kini banyak brand yang memanfaatkannya untuk promosi bisnis. Salah satunya dengan menggunakan fitur live streaming TikTok adalah brand dari Somethinc. Penggunaan live streaming telah dianggap efektif karena dapat meningkatkan minat beli konsumen terhadap suatu produk. Tujuan penelitian ini adalah untuk mengetahui ada atau tidak pengaruh live streaming pada TikTok @Somethincofficial terhadap minat beli konsumen dan untuk mengetahui seberapa besar pengaruh live streaming pada TikTok @Somethincofficial terhadap minat beli konsumen. Metode penelitian yang digunakan adalah penelitian kuantitatif dengan varian metode survey pada followers di TikTok @Somethincofficial. Dari populasi sebanyak 2,279,298 orang dari followers TikTok Somethinc, diambil sampel 100 orang. Penentuan sampel menggunakan teknik sampling non-probability, yaitu purposive sampling (sampel pertimbangan) menggunakan rumus Taro Yamane. Instrumen yang digunakan adalah kuesioner. Teknik analisis data yang digunakan adalah analisis koefisien korelasi, analisis koefisien determinasi, analisis regresi linear sederhana, dan untuk uji hipotesis, menggunakan uji t dan uji f. Berdasarkan hasil penelitian live streaming TikTok @Somethincofficial memiliki tingkat hubungan yang tinggi antara variabel Live streaming pada Tiktok @Somethincofficial dan minat beli konsumen sebesar 0.690 dan dinyatakan cukup kuat. Live streaming pada Tiktok @Somethincofficial memberikan pengaruh sebesar 47.6% terhadap Minat Beli Konsumen dan sebesar 52.4% merupakan faktor lain. Nilai uji T yang didapat sebesar 9.427 > 1.984. Nilai uji F nilai F yang didapat sebesar 88.865 > 3.94 dapat disimpulkan bahwa dalam penelitian ini terdapat pengaruh yang signifikan antara Live streaming pada Tiktok @Somethincofficial terhadap minat beli konsumen. Kata Kunci: Live Streaming, Minat Beli, TikTok, SOR Model, Somethinc
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