AULIAH, SIFANA (2026) PENGARUH KREDIBILITAS TIKTOKERS @ONEBITEBIGBITE TERHADAP MINAT BELI KULINER (Survey Pada Followers Tiktok @onebitebigbite). S1 thesis, Universitas Mercu Buana Jakarta.
|
Text (Cover)
COVER.pdf Download (1MB) | Preview |
|
![[img]](https://repository.mercubuana.ac.id/style/images/fileicons/text.png) |
Text (Bab 1)
BAB 1.pdf Restricted to Registered users only Download (323kB) |
|
|
Text (Bab 2)
BAB 2.pdf Restricted to Registered users only Download (388kB) |
|
|
Text (Bab 3)
BAB 3.pdf Restricted to Registered users only Download (455kB) |
|
|
Text (Bab 4)
BAB 4.pdf Restricted to Registered users only Download (751kB) |
|
|
Text (Bab 5)
BAB 5.pdf Restricted to Registered users only Download (255kB) |
|
|
Text (Daftar Pustaka)
DAFTAR PUSTAKA.pdf Restricted to Registered users only Download (259kB) |
|
|
Text (Lampiran)
LAMPIRAN.pdf Restricted to Registered users only Download (2MB) |
Abstract
Perkembangan media sosial, khususnya TikTok, telah mengubah pola komunikasi pemasaran dengan menjadikan influencer sebagai aktor penting dalam membentuk persepsi dan perilaku konsumen. Salah satu influencer yang memiliki pengaruh besar dalam merekomendasikan produk makanan adalah Tiktok @onebitebigbite, sehingga kredibilitas konten yang disampaikan menjadi faktor penting dalam efektivitas pesan persuasif. Penelitian ini bertujuan untuk mengetahui pengaruh kredibilitas konten TikTokers @onebitebigbite terhadap minat beli kuliner. Penelitian ini menggunakan paradigma positivistik dan pendekatan kuantitatif melalui metode survei. Data dikumpulkan menggunakan kuesioner tertutup berskala Likert yang disebarkan kepada pengguna TikTok yang pernah menonton konten @onebitebigbite, dengan teknik purposive sampling. Data dianalisis menggunakan uji validitas, uji reliabilitas, serta analisis regresi linear sederhana. Variabel kredibilitas Tiktokers diukur melalui dimensi kepercayaan (trustworthiness), keahlian (expertise), dan daya tarik (attractiveness), sedangkan variabel minat beli diukur melalui indikator ketertarikan, keinginan, dan niat membeli. Hasil penelitian menunjukkan bahwa kredibilitas konten TikTokers @onebitebigbite berpengaruh positif dan signifikan terhadap minat beli kuliner audiens dengan nilai signifikansi 0,000 (< 0,05) dan koefisien regresi positif sebesar 0,60. Hal ini menunjukan bahwa semakin tinggi kredibilitas influencer yang dipersepsikan audiens, maka semakin tinggi pula minat beli kuliner yang terbentuk. Selain itu, hasil koefisien determinasi menunjukan bahwa kredibilitas Tiktokers mampu menjelaskan sebesar 60% variasi minat beli kuliner, sementara 40% sisanya dipengaruhi oleh faktor lain di luar penelitian. Berdasarkan hasil tersebut, dapat disimpulkan bahwa kredibilitas Tiktokers memiliki peran penting dalam mendorong minat beli kuliner dan menjadi faktor strategis dalam komunikasi pemasaran digital berbasis influencer. Oleh karena itu, influencer disarankan untuk menjaga konsistensi, kejujuran, dan kualitas konten, serta pelaku usaha kuliner diharapkan mempertimbangkan aspek kredibilitas influencer dalam strategi pemasaran. The development of social media, particularly TikTok, has transformed marketing communication patterns by positioning influencer as key actors in shaping consumer perceptions and behavior. One influencer with a significant impact on recommending food products is the Tiktok account @onebitebigbite, making content credibility a important factor in the effectiveness of persuasive messages. This study aims to examine the influence of the content credibility of TikTok influencer @onebitebigbite on culinary purchase intention. This research adopts a positivistic paradigm with a quantitative approach using a survey method. Data were collected using a closed-ended questionnaire using a Likert scale, distributed to TikTok users who had watched content from @onebitebigbite, employing a purposive sampling technique. The data were analyzed using validity tests, reliability tests, and simple linear regression analysis. The influencer credibility variable was measured through the dimensions of trustworthiness, expertise, and attractiveness, while purchase intention was measured through indicators of interest, desire, and purchase intention. The results indicate that the credibility of TikTok influencer @onebitebigbite has a positive and significant effect on culinary purchase intention, with a significance value of 0.000 (< 0.05) and positive regression coefficient of 0.60. This finding indicates that higher perceived influencer credibility leadst to higher culinary purchase intention. Furthermore, the coefficient of determination shows that influencer credibility explains 60% of the variance in culinary purchase intention, while the remaining 40% is influenced by other factors beyond the scope of this study. Based on these findings, it can be concluded that influencer credibility plays an important role in encouraging culinary purchase intention and serves as a strategic factor in influencer-based digital marketing communications. Therefore, influencers are advised to maintain consistency, honest, and advised to maintain consistency, honesty, and content quality, while culinary business practitioners are encouraged to consider influencer credibility as part of their marketing strategis.
| Item Type: | Thesis (S1) |
|---|---|
| NIM/NIDN Creators: | 44222010172 |
| Uncontrolled Keywords: | kredibilitas konten, TikTok, influencer marketing, minat beli, komunikasi pemasaran |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.3 Personnel Management/Manajemen Personalia, Manajemen Sumber Daya Manusia, Manajemen SDM 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan |
| Divisions: | Fakultas Ilmu Komunikasi > Hubungan Masyarakat |
| Depositing User: | Haqi ar rachma nur |
| Date Deposited: | 02 Apr 2026 04:11 |
| Last Modified: | 02 Apr 2026 04:11 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/101465 |
Actions (login required)
 |
View Item |
