KHARISMA, KHARISMA (2025) PENGARUH KAMPANYE #BELILOKAL PADA PLATFORM TIKTOK TERHADAP PERILAKU PEMBELIAN PRODUK FASHION LOKAL (Teori Hierarchy of Effects pada akun tiktok @Jiniso.id). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine how much influence the #BeliLokal campaign on the TikTok platform has on the purchasing behavior of local fashion products. A campaign is one of the communication activities that is detailed and structured during its activities. Buying behavior is a complex process involving various factors, including sociological, psychological, and anthropological. This study uses the Hierarchy Of Effects Theory which is relevant to Jiniso which markets through TikTok. The Online Campaign Theory is supported by using the theoretical dimensions of Newsom, Scoot and Turk. While the Purchasing Behavior theory uses the theoretical dimensions of Suharno & Sutarso. This study uses a quantitative method of the positivist paradigm. The population in this study were followers on the @jiniso.id TikTok account totaling 2,900,000 people. Sampling used non-probability sampling technique with a sample size of 100 people. Questionnaires were used for data collection. The data analysis technique used simple linear regression analysis technique with the help of the SPSS Application. The results of the data analysis concluded that there was an influence between the #BeliLokal campaign on the TikTok platform on the purchasing behavior of local fashion products by 70.6%. While the other 20.4% was influenced by other factors that were not studied. Keywords: Online Campaign, Fashion, Purchasing Behavior, TikTok Penelitian ini bertujuan untuk mengetahui seberapa besar pengaruh kampanye #BeliLokal pada platform tiktok terhadap perilaku pembelian produk fashion lokal. kampanye adalah salah satu kegiatan dari komunikasi yang pada saat kegiatannya terperinci dan terstruktur. Perilaku membeli adalah suatu proses yang kompleks dengan melibatkan berbagai faktor, termasuk sosiologis, psikologis, dan juga antropologis. Penelitian ini menggunakan Teori Hierarchy Of Effects yang relevan dengan Jiniso yang melakukan pemasaran melalui Tiktok. Teori Kampanye Online didukung dengan menggunakan dimensi teori dari Newsom, Scoot and Turk. Sedangkan teori Perilaku Pembelian menggunakan menggunakan dimensi teori dari Suharno & Sutarso. Penelitian ini menggunakan metode kuantitatif paradigma positivisme. Populasi pada penelitian ini yaitu followers pada akun tiktok @jiniso.id yang berjumlah 2.900.000 orang. Pengambilan sampel menggunakan teknik non probability sampling dengan jumlah sampel 100 orang. Digunakan kuesioner untuk pengumpulan data. Teknik analisis data menggunakan teknik analisis regresi linier sederhana dengan bantuan Aplikasi SPSS. Hasil analisis data diperoleh kesimpulan bahwa adanya pengaruh antara kampanye #BeliLokal pada platform tiktok terhadap perilaku pembelian produk fashion lokal sebesar 70.6%. Sedangkan 20.4% lainnya dipengaruhi oleh faktor lain yang tidak diteliti. Kata kunci: Kampanye Online, Fashion, Perilaku Pembelian, Tiktok
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