Ghanitarizka, Sahnaz Nurraissa (2023) PENGARUH SOCIAL MEDIA MARKETING DAN E-WOM TERHADAP KEPUTUSAN PEMBELIAN PELANGGAN DI TIKTOK (Studi pada Pelanggan Skintific). Other thesis, UPN "Veteran" Yogyajarta.
![[thumbnail of 1. Skripsi Fulltext_153190096_Sahnaz Nurraissa Ghanitarizka.pdf]](http://eprints.upnyk.ac.id/style/images/fileicons/text.png) |
Text
1. Skripsi Fulltext_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Restricted to Repository staff only Download (2MB) |
|
Text
2. Cover_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Download (201kB) |
|
Text
3. Abstrak_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Download (9kB) |
|
Text
4. Lembar Pengesahan_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Download (419kB) |
|
Text
5. Daftar Isi_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Download (36kB) |
|
Text
6. Daftar Pustaka_153190096_Sahnaz Nurraissa Ghanitarizka.pdf Download (172kB) |
Abstract
xiv
ABSTRAK
Perubahan dalam kebiasaan bermasyarakat saat ini terjadi karena adanya pengaruh
dari perkembangan internet yang mendorong munculnya berbagai macam media
sosial, salah satunya TikTok. TikTok merupakan salah satu media sosial yang
memberikan video singkat dan dikemas dengan berbagai tema, sehingga memiliki
daya tarik bagi para penggunanya. Tujuan penelitian ini adalah untuk mengetahui
pengaruh social media marketing dan e-WOM terhadap keputusan pembelian
pelanggan Skintific di TikTok. Teori yang digunakan dalam penelitian ini adalah
Teori Kredibilitas Sumber (source credibility theory). Penelitian ini menggunakan
metode deskriptif kuantitatif dengan sampel sebanyak 96 responden dan
menggunakan teknik purposive sampling, dengan kriteria responden pernah
melihat konten marketing Skintific, menggunakan media sosial TikTok, dan
berdomisili di Daerah Istimewa Yogyakarta. Pengolahan data dilakukan dengan
menggunakan aplikasi SPSS versi 26 for windows. Hasil penelitian menunjukkan
bahwa terdapat pengaruh social media marketing terhadap keputusan pembelian
dengan nilai signifikansi 0,005 < 0,05 yang artinya H0 ditolak. Kemudian, juga
terdapat pengaruh electronic word of mouth terhadap keputusan pembelian dengan
signifikansi 0,000 < 0,05 yang artinya H0 ditolak. Dari hasil tersebut, dapat
disimpulkan bahwa terdapat korelasi atau hubungan yang sangat kuat dan variable
bernilai positif.
Kata Kunci: Social Media Marketing, Electronic Word of Mouth, Keputusan
Pembelian, TikTok, Teori Kredibilitas Sumber
xv
ABSTRACT
Changes in current social habits occur due to the development of the internet which
encourages the emergence of various kinds of social media, one of which is TikTok.
TikTok is one of the social media that provides short videos and is packaged with
various themes, so that it has an attraction for its users. The purpose of this study
was to determine the effect of social media marketing and e-WOM on Skintific
customers' purchasing decisions on TikTok. The theory used in this research is
Source Credibility Theory. This research uses a quantitative descriptive method
with a sample of 96 respondents and uses purposive sampling technique, with the
criteria that respondents have seen Skintific marketing content, use TikTok social
media, and live in the Special Region of Yogyakarta. Data processing was carried
out using the SPSS version 26 for windows application. The results showed that
there is an influence of social media marketing on purchasing decisions with a
significance value of 0.005 < 0.05, which means H0 is rejected. Then, there is also
the influence of electronic word of mouth on purchasing decisions with a
significance of 0.000 < 0.05, which means H0 is rejected. From these results, it can
be concluded that there is a very strong correlation or relationship and the variables
are positive.
Keywords: Social Media Marketing, Electronic Word of Mouth, Purchasing
Decision, TikTok, Source Credibility Theory
| Item Type: | Thesis (Other) |
|---|---|
| Uncontrolled Keywords: | Social Media Marketing, Electronic Word of Mouth, Purchasing Decision, TikTok, Source Credibility Theory |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Eko Yuli |
| Date Deposited: | 21 Dec 2023 01:09 |
| Last Modified: | 21 Dec 2023 01:09 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/38386 |
Actions (login required)
 |
View Item |