PENGARUH ONLINE CONSUMER REVIEWS DAN PROMOSI MENGGUNAKAN MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN

MEGA SRI WAHYUNINGRUM, . (2023) PENGARUH ONLINE CONSUMER REVIEWS DAN PROMOSI MENGGUNAKAN MEDIA SOSIAL TIKTOK TERHADAP KEPUTUSAN PEMBELIAN. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tiktok menjadi aplikasi yang banyak digemari masyarakat. Karena, bisa menjadi media hiburan, media informasi, media promosi, dsb. Penelitian ini dibuat bertujuan untuk: (1) mengetahui pengaruh positif dan signifikan antara online consumer reviews terhadap keputusan pembelian, (2) mengetahui pengaruh positif dan signifikan antara promosi menggunakan media sosial Tiktok terhadap keputusan pembelian. Populasi dalam penelitian ini merupakan para pengguna media sosial Tiktok se-Jabodetabek. Teknik analisis data yang digunakan yaitu regresi linear sederhana dengan pengambilan sampel menggunakan purposive sampling dengan sampel sebanyak 213 responden se-Jabodetabek. Analisis data menggunakan IBM SPSS Statistics versi 22. Hasil dari uji analisis data diperoleh data terdistribusi normal dan memiliki hubungan yang linear. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh antara online consumer reviews terhadap keputusan pembelian dan terdapat pengaruh antara promosi menggunakan media sosial tiktok terhadap keputusan pembelian. *** Tiktok is an application that is popular with the public. That is because it can be entertainment media, information media, promotional media, etc. This research was made with the aim of: (1) determine the positive and significant influence of online consumer reviews on purchasing decisions, (2) determine the positive and significant influence of promotions using Tiktok social media on purchasing decisions. The population in this study are Tiktok social media users throughout Jabodetabek. The data analysis technique used is simple linear regression with purposive sampling of 213 respondents in Jabodetabek. This research used IBM SPSS Statistic version 22 as software analysis. The results of the data analysis test showed that the data were normally distributed and had a linear relationship. The results of this study indicate that there is an influence between online consumer reviews on purchasing decisions and there is an influence between promotions using social media tiktok on purchasing decisions.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Ika Febrilia, S.E., M.M ; 2). Nadya Fadillah Fidhyallah, S.Pd., M.Pd
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 18557 not found.
Date Deposited:	31 Aug 2023 04:51
Last Modified:	31 Aug 2023 04:51
URI:	http://repository.unj.ac.id/id/eprint/40498

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