PANGESTU, RAMADHANTI ERLINGGA (2023) PENGARUH FITUR TIKTOK TERHADAP PERILAKU PEMBELIAN IMPULSIF PADA PRODUK NOERA BEAUTY CARE. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
With the rapid development of technology, there is a business world like the Tiktok Feature which is considered a marketing strategy that has a big impact on attracting consumers which results in impulse purchases. This makes a change in lifestyle, and also in this reality it is of course very unfortunate that teenagers experience distortion and disorientation. This study aims to determine the effect of the tiktok shop feature on impulsive buying behavior on noera beauty care products. This study uses a quantitative-explanative approach with a sample of 100 respondents. The data obtained was then processed using the SPSS measuring tool version 25. The results showed that there was an influence between the Tiktok application on impulsive purchases with a strong correlation value (0.429). The coefficient of determination shows that the Tiktok @noerabeautycare application (X) is affected by 18.4% by impulsive purchases (Y). The regression equation shows Y = 15.215 + 0.263X meaning that for each additional value in variable X, the value in variable Y will increase by 0.263. The results of hypothesis testing using the t test obtained the value of t count ≥ t table (4.697 ≥ 1.660). So it can be concluded that H0 is rejected and Ha is accepted. This means that there is an effect of using the Tiktok @noerabeautycare application on impulse purchases.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Dengan perkembangan teknologi yang semakin hari semakin pesat membuat adanya dunia bisnis seperti Fitur Tiktok yang dianggap sebagai strategi pemasaran yang memiliki dampak besar untuk menarik konsumen yang mengakibatkan pembelian impulsif. Hal ini membuat adanya perubahan dalam gaya hidup, dan juga dalam realitas ini tentu sangat disayangkan kalangan remaja mengalami distorsi dan disorientasi. Penelitian ini bertujuan untuk mengetahui pengaruh fitur tiktok shop terhadap perilaku pembelian impulsif pada produk noera beauty care. Penelitian ini menggunakan pendekatan kuantitatif-eksplanatif dengan sampel sebanyak 100 responden. Data yang didapat kemudian diolah menggunakan alat ukur SPSS versi 25. Hasil penelitian menunjukkan bahwa terdapat pengaruh antara aplikasi Tiktok terhadap pembelian impulsif dengan nilai Korelasi yang kuat (0,429). Nilai koefisien determinasi menunjukkan pengaruh aplikasi Tiktok @noerabeautycare (X) dipengaruhi sebesar 18,4% oleh pembelian impulsif (Y). Persamaan regresi menunjukkan Y = 15,215 + 0,263X artinya setiap penambahan nilai pada variabel X maka nilai pada variabel Y akan menambah sebesar 0,263. Hasil uji hipotesis menggunakan uji t diperoleh nilai t hitung ≥ t tabel (4,697 ≥ 1,660). Maka dapat disimpulkan bahwa H0 ditolak dan Ha diterima. Artinya terdapat pengaruh penggunaan aplikasi Tiktok @noerabeautycare terhadap pembelian impulsif. | |||||||||
| Subjects: | Communication > Communication (General) | |||||||||
| Divisions: | 06-Fakultas Ilmu Sosial dan Ilmu Politik 06-Fakultas Ilmu Sosial dan Ilmu Politik > 70201-Program Studi Ilmu Komunikasi |
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| Depositing User: | Mrs Ramadhanti Erlingga Pangestu | |||||||||
| Date Deposited: | 10 Feb 2023 15:09 | |||||||||
| Last Modified: | 10 Feb 2023 15:09 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/21502 |
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