Yunisa, Alfina (2023) PERILAKU BELANJA KONSUMEN REMAJA PUTRI PADA PRODUK SKINCARE DI TIKTOK SHOP [METODE PENELITIAN NETNOGRAFI PADA PENGIKUT AKUN TIKTOK SHOP THE ORIGINOTE]. S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
Social media platforms are now utilized for business purposes, with TikTok being one of them. Originally conceived as a video-sharing site, TikTok has evolved into an online marketplace through TikTok Shop. This study examines the shopping behavior patterns of teenage girls regarding skincare products on TikTok Shop, employing netnographic methods on followers of The Originote TikTok Shop account. Netnography serves as the research methodology. Theoretical framework employed is Marketing Communication Theory, utilized to explore online culture and behavior within digital communities. Research findings elucidate that interaction between administrators and followers of The Originote TikTok account occurs through video content providing information about skincare products, live shopping features, and customer reviews. Adolescent female followers respond by liking, commenting, and purchasing products via the TikTok Shop feature. This interaction entails bidirectional communication between administrators and followers, as well as among followers. The use of features such as likes, comment sections, and shopping functionalities enables active engagement of teenage girl followers within this community. Interaction culture within this community is characterized by mutual assistance, information sharing, and providing solutions related to The Originote skincare products. This underscores the supportive and informative values prevalent within this community.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Media sosial sekarang dapat digunakan untuk tujuan bisnis. TikTok salah satunya. Tujuan awal situs ini adalah situs berbagi video. Berkat TikTok Shop, TikTok kini telah menjadi toko online. Penelitian ini membahas tentang pola perilaku belanja konsumen remaja putri pada produk skincare di TikTok Shop dengan metode netnografi pada pengikut akun TikTok Shop The Originote. Metode penelitian yang digunakan yaitu Netnografi. Teori yang digunakan adalah Teori Komunikasi Pemasaran, yakni digunakan untuk mempelajari budaya dan perilaku online di dalam komunitas online. Hasil penelitian menjelaskan bahwa interaksi antara admin dan pengikut akun TikTok The Originote terjadi melalui konten video yang berisi informasi tentang produk skincare, melalui fitur live shopping, serta fitur customer reviews. Pengikut remaja putri memberikan respons dengan menyukai, mengomentari, dan membeli produk melalui fitur TikTok Shop. Interaksi ini merupakan komunikasi dua arah antara admin dan pengikut, serta antara pengikut dengan pengikut lainnya. Penggunaan fitur-fitur seperti like, kolom komentar, dan fitur pembelanjaan memungkinkan pengikut remaja putri untuk terlibat secara aktif dalam komunitas ini. Budaya interaksi dalam komunitas ini ditandai oleh saling membantu, memberikan informasi, dan memberikan solusi terkait produk skincare The Originote. Hal ini menunjukkan bahwa komunitas ini memiliki nilainilai saling dukung dan informatif. | |||||||||
| Uncontrolled Keywords: | Social Media, TikTok, Skincare, Teenage Girls, Netnography. Media Sosial, TikTok, Skincare, Remaja Putri, Netnografi. | |||||||||
| Subjects: | Communication > Public Relations Science Communication > Communication (General) |
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| 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: | Alfina Yunisa - | |||||||||
| Date Deposited: | 06 Jun 2024 10:34 | |||||||||
| Last Modified: | 06 Jun 2024 10:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/35782 |
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