STUDI KOMPARATIF: PENGARUH KONTEN REVIEW PADA AKUN @VOILAJOGJA TERHADAP MINAT BELI KULINER DI MEDIA SOSIAL INSTAGRAM DAN TIKTOK

PARAMANANDYA, ELISABETH DIANDRA (2024) STUDI KOMPARATIF: PENGARUH KONTEN REVIEW PADA AKUN @VOILAJOGJA TERHADAP MINAT BELI KULINER DI MEDIA SOSIAL INSTAGRAM DAN TIKTOK. Other thesis, UPN Veteran Yogyakarta.

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Abstract

Dalam era digital, media sosial menjadi platform utama yang memengaruhi
perilaku konsumen, termasuk pembelian produk kuliner. Akun @voilajogja
merupakan influencer berpengaruh dalam ulasan kuliner di Instagram dan TikTok.
Penelitian ini membandingkan pengaruh konten ulasan @voilajogja terhadap minat
beli kuliner di Instagram dan TikTok menggunakan teori Elaboration Likelihood
Model (ELM). ELM menjelaskan bagaimana pesan memengaruhi sikap konsumen
melalui jalur pusat dan periferal. Penelitian komparatif ini dilakukan untuk
memahami perbedaan efektivitas konten review pada kedua platform, mengingat
adanya variasi karakteristik pengguna dan algoritma di Instagram dan TikTok.
Sampel penelitian sebanyak 200 responden diperoleh menggunakan rumus Slovin
dan Lemeshow. Metode yang digunakan meliputi uji regresi linear sederhana dan
uji Independent Sample T-Test. Hasil analisis menunjukkan konten review di
Instagram @voilajogja berpengaruh signifikan terhadap minat beli kuliner sebesar
50,4%. Sedangkan pengaruh konten review di TikTok @voilajogja terhadap minat
beli kuliner sebesar 36,6%. Uji Independent Sample T-Test menunjukkan nilai
Asymp.Sig.(2-tailed) < 0,05, menunjukkan perbedaan signifikan dalam pengaruh
konten ulasan terhadap minat beli di kedua platform. Penelitian ini menegaskan
bahwa pengaruh konten ulasan lebih besar di Instagram dibandingkan TikTok. Hasil
ini menekankan pentingnya strategi pemasaran yang disesuaikan antara Instagram
dan TikTok, dengan mempertimbangkan karakteristik pengguna dan algoritma
masing-masing platform.
Kata kunci: konten review; minat beli; elaboration likelihood model; instagram; tiktok

Item Type:	Thesis (Other)
Uncontrolled Keywords:	konten review; minat beli; elaboration likelihood model; instagram; tiktok
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Law, Arts and Social Sciences > School of Social Sciences Faculty of Engineering, Science and Mathematics > School of Chemistry Faculty of Engineering, Science and Mathematics > School of Civil Engineering and the Environment Faculty of Engineering, Science and Mathematics > School of Electronics and Computer Science Faculty of Engineering, Science and Mathematics > School of Engineering Sciences Faculty of Engineering, Science and Mathematics > School of Geography Faculty of Engineering, Science and Mathematics > School of Mathematics Faculty of Engineering, Science and Mathematics > School of Physics Faculty of Law, Arts and Social Sciences > School of Art Faculty of Law, Arts and Social Sciences > School of Education Faculty of Law, Arts and Social Sciences > School of Humanities Faculty of Law, Arts and Social Sciences > School of Law Faculty of Law, Arts and Social Sciences > School of Management Faculty of Medicine, Health and Life Sciences > School of Biological Sciences Faculty of Medicine, Health and Life Sciences > School of Medicine Faculty of Medicine, Health and Life Sciences > School of Psychology
Depositing User:	A.Md.SI Indah Lestari Wulan Aji
Date Deposited:	03 Jul 2024 07:25
Last Modified:	03 Jul 2024 07:25
URI:	http://eprints.upnyk.ac.id/id/eprint/40091

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