Yuliani, Alvina (2024) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINTIFIC (Studi Survei Pada Generasi Z Followers TikTok @Skintific_id). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
As technology develops towards digital, social media has become one of the ways companies use to market their products. One of them is TikTok, social media which is very popular now. Skintific is one of the brands that uses TikTok social media as a forum for promoting its products. This research aims to determine the influence of Electronic Word of Mouth on Intention to Buy Skintific Products. The research method used in this research is quantitative. The population used in this research is generation Z followers of Skintific TikTok. This research uses the CMC (Computer Mediated Communication) theory which explains that the communication process between one individual and another is mediated using a computer, because of this exposure it creates buying interest. The sampling technique used a non-probability sampling method with purposive sampling technique and obtained a sample of 100 respondents using the Cochrane formula. Hypothesis testing was carried out using simple linear regression analysis using SPSS 21 software. Based on the research results, the R Square value was 0.557. This value shows that the electronic word of mouth variable on the Skintific TikTok account has an influence of 55.7% on the variable interest in purchasing Skintific products and the remaining 44.3% is influenced by other variables not examined in this research. The results of the t test show that the t count value is (11.093) > t table (1.660), so the conclusion (H0) is rejected and (Ha) is accepted, which means there is a relationship or influence between electronic word of mouth on the Skintific TikTok account on interest in buying Skintific products.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Seiring dengan berkembangnya teknologi kearah digital, media sosial menjadi salah satu cara yang digunakan perusahaan untuk memasarkan produknya. Salah satunya adalah TikTok, media sosial yang sangat digemari pada saat ini. Skintific merupakan salah satu merek yang menggunakan media sosial TikTok sebagai wadah dalam mempromosikan produknya. Penelitian ini bertujuan untuk mengetahui pengaruh Electronic Word of Mouth terhadap Minat Beli Produk Skintific. Metode penelitian yang digunakan pada penelitian ini yaitu kuantitatif. Populasi yang digunakan dalam penelitian ini adalah generasi Z followers TikTok Skintific. Penelitian ini menggunakan teori CMC (Computer Mediated Communication) yang menjelaskan bahwa proses komunikasi antara individu satu dengan yang lainnya dimediasi dengan menggunakan komputer, akibat paparan tersebut menimbulkan minat beli. Teknik pengambilan sampel menggunakan metode nonprobability sampling dengan teknik purposive sampling dan mendapatkan sampel sebanyak 100 responden dengan menggunakan rumus Cochrane. Pengujian hipotesis dilakukan dengan menggunakan analisis regresi linear sederhana dengan menggunakan bantuan software SPSS 21. Berdasarkan hasil penelitian, didapatkan hasil bahwasannya nilai R Square 0,557. Nilai tersebut menunjukkan bahwa variabel electronic word of mouth pada akun TikTok Skintific berpengaruh sebesar 55,7% terhadap variabel minat beli produk Skintific dan sisanya 44,3% dipengaruhi oleh variabel lain yang tidak diteliti pada penelitian ini. Hasil uji t, didapat nilai t_{hitung} (11,093) > t_{tabel}\ (1,660) maka dapat disimpulkan bahwasannya (H_0) ditolak dan (H_a) diterima yang berarti terdapat hubungan atau terdapat pengaruh antar electronic word of mouth pada akun tiktok skintific terhadap minat beli produk Skintific. | |||||||||
| Uncontrolled Keywords: | Electronic Word of Mouth, Buying Interest, TikTok Social Media Skintific Product Electronic Word of Mouth, Minat Beli, Media Sosial TikTok, Produk Skintific | |||||||||
| 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 Alvina Yuliani | |||||||||
| Date Deposited: | 13 Feb 2024 10:20 | |||||||||
| Last Modified: | 13 Feb 2024 10:20 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/32860 |
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