PENGARUH CONTENT MARKETING @BY.U VERSI "EMUANYA SEMAUNYA" PADA SOSIAL MEDIA TIKTOK TERHADAP MINAT BELI (Survey Mahasiswa S1 Generasi Z di Universitas Mercu Buana)

FACHRUROHMAN, FACHRUROHMAN (2024) PENGARUH CONTENT MARKETING @BY.U VERSI "EMUANYA SEMAUNYA" PADA SOSIAL MEDIA TIKTOK TERHADAP MINAT BELI (Survey Mahasiswa S1 Generasi Z di Universitas Mercu Buana). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to determine whether or not there is an influence of the Content Marketing @by.u version “semuanya semaunya” on social media TikTok on purchasing interest (Survey of Gen Z Undergraduate Students at Mercu Buana University) In the period 2023. Content marketing @by.u version “semuanya semaunya” on TikTok is considered to be able to influence buying interest. Variable X in this research is content marketing using the theory of Joe Pullizi epic content marketing. Variable Y in this research is Purchase Interest with dimensions (Transactional Interest, Referential Interest, Preferential Interest, Explorative Interest) The method used is quantitative. Determining the number of samples using the Yamane formula obtained 100 samples from a total population of 19,804. The analysis was carried out using the SPSS 25 application. Based on the results of research, the relationship between Content Marketing @by.u version “semuanya semaunya” on TikTok in influencing buying interest is in a high relationship with the results of a Pearson correlation of 0.496 with an influence of 22% The conclusion of the research proves that there is an influence of @by.u content marketing version “semuanya semaunya” on TikTok social media. The content is considered good enough to attract buying interest. Keywords: Content Marketing, Purchase Interest, Generation Z, Provider By.u Penelitian ini bertujuan untuk mengetahui ada atau tidaknya Pengaruh Content Marketing @by.u versi ““semuanya semaunya”” pada social media TikTok terhadap minat beli (Survei kepada Mahasiswa S1 Gen Z di Universitas Mercu Buana) Pada periode 2023. Content marketing @by.u versi “semuanya semaunya” di TikTok dinilai dapat mempengaruhi minat beli. Variabel X pada penelitian ini adalah content marketing menggunakan teori dari joe pullizi epic content marketing. Variabel Y pada penelitian ini yaitu Minat Beli dengan dimensi (Minat Transaksional, Minat Referensial, Minat Preferensial, Minat Eksploratif) Metode yang digunakan adalah kuantitatif. Penentuan jumlah sampel menggunakan rumus Yamane maka didapatkan 100 sampel dari jumlah populasi 19.804. Analisis dilakukan dengan aplikasi SPSS 25. Berdasarkan hasil penelitian hubungan antara Content Marketing @by.u versi semuanyan semaunya di TikTok dalam mempengaruhi minat beli berada pada hubungan yang tinggi dengan hasil korelasi pearson sebesar 0,496 dengan pengaruh sebesar 22% Kesimpulan penelitian membuktikan bahwa adanya pengaruh content marketing @by.u versi “semuanya semaunya” pada social media TikTok. Content tersebut dinilai cukup bagus sehingga menarik dapat minat beli. Kata Kunci : Content Marketing, Minat Beli, Generasi Z, Provider By.u

Item Type: Thesis (S1)
Call Number CD: FK/PKP. 24 071
NIM/NIDN Creators: 44319010063
Uncontrolled Keywords: Content Marketing, Minat Beli, Generasi Z, Provider By.u
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 > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 010 Bibliography/Bibliografi > 011 General Bibliographies/Bibliografi Umum > 011.7 General Bibliographies of Works Having Specific Kinds of Content/Bibliografi Umum Pekerjaan yang Memiliki Jenis Konten Tertentu
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 > 302.24 Content/Isi Komunikasi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ilmu Komunikasi > Periklanan dan Komunikasi pemasaran
Depositing User: khalimah
Date Deposited: 21 Oct 2024 04:37
Last Modified: 21 Oct 2024 04:37
URI: http://repository.mercubuana.ac.id/id/eprint/92637

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