FAKTOR-FAKTOR YANG BERPERAN DALAM MENINGKATKAN NIAT BELI KONSUMEN PRODUK SAMBAL MELALUI TIKTOK LIVE STREAM

NI WAYAN SILVA DIVANI, . (2023) FAKTOR-FAKTOR YANG BERPERAN DALAM MENINGKATKAN NIAT BELI KONSUMEN PRODUK SAMBAL MELALUI TIKTOK LIVE STREAM. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengidentifikasi faktor-faktor yang secara positif dan signifikan mempengaruhi niat beli konsumen terhadap produk sambal melalui TikTok live stream. Purchase intention, social media marketing, brand image, brand trust dan brand awareness adalah lima variabel yang digunakan dalam penelitian ini. Wilayah DKI Jakarta dipilih menjadi tempat pada penelitian ini. Teknik pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 250. Kriteria responden dalam penelitian ini yaitu pengguna aplikasi TikTok yang berada di wilayah DKI Jakarta, berusia minimal 17 tahun, pernah melihat konten Eat Sambel di TikTok, berniat untuk membeli Eat Sambel di TikTok serta pernah mengikuti TikTok live stream Eat Sambel. Metode analisis perangkat lunak seperti SPSS dan SEM AMOS digunakan untuk mengolah data pada penelitian ini. Menurut temuan penelitian, social media marketing memiliki pengaruh yang positif dan signifikan terhadap brand image, social media marketing memiliki pengaruh yang positif dan signifikan terhadap brand trust, social media marketing memiliki pengaruh yang positif dan signifikan brand awareness, brand image memiliki pengaruh yang positif dan signifikan purchase intention, brand trust memiliki pengaruh yang positif dan signifikan purchase intention dan brand awareness memiliki pengaruh yang positif dan signifikan purchase intention. Kata Kunci: Purchase intention, social media marketing, brand image, brand trust, brand awareness, TikTok live stream *** This study aims to identify the factors that positively and significantly influence consumer purchase intentions for sambal products through TikTok live streams. Purchase intention, social media marketing, brand image, brand trust and brand awareness are the five variables used in this study. The DKI Jakarta area was chosen as the location for this study. The sampling technique used was purposive sampling with a total of 250 respondents. The criteria for respondents in this study were TikTok application users who are in the DKI Jakarta area, at least 17 years old, have seen Eat Sambel content on TikTok, intend to buy Eat Sambel on TikTok and ever followed Eat Sambel's TikTok live stream. Software analysis methods such as SPSS and AMOS SEM were used to process the data in this study. According to research findings, social media marketing has a positive and significant influence on brand image, social media marketing has a positive and significant influence on brand trust, social media marketing has a positive and significant influence on brand awareness, brand image has a positive and significant influence purchase intention, brand trust has a positive and significant influence on purchase intention and brand awareness has a positive and significant influence on purchase intention. Keywords: Purchase intention, social media marketing, brand image, brand trust, brand awareness, TikTok live stream

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D ; 2) Shandy Aditya, BIB, MPBS
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 18888 not found.
Date Deposited:	01 Sep 2023 02:00
Last Modified:	01 Sep 2023 02:00
URI:	http://repository.unj.ac.id/id/eprint/40664

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