MAZIDAH, DAFINA NAILA (2025) PENGARUH TERPAAN LIVE STREAMING TIKTOK SHOP THE ORIGINOTE TERHADAP MINAT BELI KONSUMEN (Survey Kepada Followers TikTok The Originote). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (HAL COVER)
01 COVER.pdf Download (595kB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (BAB I)
02 BAB 1.pdf Restricted to Registered users only Download (345kB) |
|
|
Text (BAB II)
03 BAB 2.pdf Restricted to Registered users only Download (333kB) |
|
|
Text (BAB III)
04 BAB 3.pdf Restricted to Registered users only Download (467kB) |
|
|
Text (BAB IV)
05 BAB 4.pdf Restricted to Registered users only Download (552kB) |
|
|
Text (BAB V)
06 BAB 5.pdf Restricted to Registered users only Download (186kB) |
|
|
Text (DAFTAR PUSTAKA)
07 DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (247kB) |
|
|
Text (LAMPIRAN)
08 LAMPIRAN.pdf Restricted to Registered users only Download (1MB) |
Abstract
The use of social media has grown exponentially, especially among the younger generation. Social media is not only a place for communication but also serves as a platform for online shopping activities. One popular feature is TikTok live streaming. The Originote, a skincare brand, actively uses this feature to promote its products. This study is consistent with previous research conducted by Mausul and Ma’mun, titled The Influence of TikTok Shop Live Streaming (A Study on the Purchase Intention of Live Streaming Users on the TikTok Social Media Account @imazanhijab). The research adopts the Grand Theory of Uses and Effect, with media exposure (frequency, duration, and attention) as the independent variable (X), and purchase intention (transactional, referential, preferential, and exploratory) as the dependent variable (Y). This study employs a positivist paradigm using a quantitative approach and survey method. The sampling technique used is non-probability sampling with a purposive sampling method. The sample size was determined using the Slovin formula with a margin of error of 10%, resulting in a total of 100 respondents. The results show that exposure to live streaming from TikTok Shop @theoriginote has a strong relationship with purchase intention, with a correlation coefficient value of 0.724. Based on the results of statistical analysis, the calculated t-value of 10.378 is higher than the t-table value of 1.987, with a significance level of 0.000, which is less than 0.05. This indicates that the null hypothesis (H₀) is rejected. Therefore, it can be concluded that the exposure to TikTok Shop live streaming from the @theoriginote account has a significant and positive influence on the purchase intention of its followers on TikTok. The findings of the study show that there is a significant influence of live streaming exposure from TikTok Shop @theoriginote on consumers’ purchase intention. The result of this study, the coefficient of determination test result was 0.524, indicating that the exposure to live streaming has a 52.4% influence on followers' purchase intention. Keywords : Live Streaming, TikTok Shop, Social Media, Digital Marketing, Purchase Intention Penggunaan media sosial telah berkembang secara eksponensial, terutama di kalangan generasi muda. Media sosial bukan hanya tempat untuk berkomunikasi, tetapi juga sebagai sarana aktivitas belanja online, live streaming TikTok adalah fitur yg populer. The Originote sebagai brand skincare, aktif menggunakan fitur tersebut. Tujuan dari penelitian ini adalah untuk mengukur dan menjelaskan pengaruh terpaan live streaming akun TikTok Shop @theoriginote terhadap minat beli konsumen. Penelitian ini konsisten dengan 5 penelitian yang telah dilakukan sebelumnya yang membahas mengenai TikTok dan minat beli. Penelitian ini menggunakan Grand Theory Uses and Effect, dengan variabel X adalah terpaan media (frekuensi, durasi, dan atensi), dan variabel Y adalah minat beli (transaksional, referensial, preferensial, dan eksploratif). Penelitian ini menerapkan paradigma positivisme dengan menggunakan metode survei dan pendekatan kuantitatif. Teknik pengambilan sampel dilakukan melalui non-probability sampling dengan metode purposive sampling. Populasinya berjumlah 21 juta dari followers TikTok. Sampel ditentukan menggunakan rumus Slovin dengan presisi yang ditetapkan sebesar 10%, sehingga diperoleh 100 responden. Hasil penelitian menunjukkan bahwa terpaan live streaming TikTok Shop @theoriginote memiliki hubungan yang kuat dengan minat beli, dengan nilai korelasi sebesar 0,724. Berdasarkan hasil analisis statistik, diketahui bahwa nilai t-hitung sebesar 10,378 > 1,987, dengan tingkat signifikansi 0,000 yang lebih kecil dari 0,05. Hal ini menunjukkan bahwa hipotesis nol (Ho) ditolak. Maka, dapat disimpulkan bahwa paparan live streaming TikTok Shop dari akun @theoriginote memiliki pengaruh yang signifikan dan positif terhadap minat beli para pengikutnya di TikTok. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang signifikan antara terpaan live streaming TikTok Shop @theoriginote terhadap minat beli konsumen. Dalam penelitian ini hasil uji koefisien determinasi sebesar 0,524, dimana pengaruh terpaan live streaming sebesar 52,4% terhadap minat beli konsumen pada followers. Kata Kunci: Live Streaming, TikTok Shop, Media Sosial, Pemasaran Digital, Minat Beli
Actions (login required)
 |
View Item |
