MENGUJI NIAT KONSUMEN BERBELANJA MELALUI TIKTOK MIDNIGHT LIVE: BAGAIMANA PERAN TRUST?

ZAHRA FAHRIZA, . (2023) MENGUJI NIAT KONSUMEN BERBELANJA MELALUI TIKTOK MIDNIGHT LIVE: BAGAIMANA PERAN TRUST? Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (3MB)
	Text BAB 1.pdf Download (3MB)
	Text BAB 2.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (3MB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (3MB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (4MB) | Request a copy

Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi niat beli pada produk fashion melalui TikTok midgnight live. Adapun lima variabel yang digunakan dalam penelitian ini diantaranya purchase intention, trust, background visual complecity, electronic word of mouth, dan interaction. Penelitian ini dilakukan di daerah Jakarta. Metode penelitian kuantitatif menggunakan skala likert sebagai pengukuran dengan populasi generasi Z yang memiliki akun TikTok dan pernah menonton TikTok midnight live. Teknik pengambilan sampel adalah convenience sampling sebanyak 237 responden yang diperoleh. Teknik analisis penelitian dengan Structural Equation Modeling (SEM). Hasil penelitian membuktikan bahwa background visual complexity, trust dan interaction berpengaruh secara positif dan signifikan terhadap purchase intention, e-wom dan interaction juga berpengaruh secara positif dan signifikan terhadap trust. Kata Kunci : Purchase intention, trust, background visual complexcity, electronic word of mouth, interaction, generasi Z, TikTok. *** This study aims to examine the factors that influence the purchase intention of the product fashion through TikTok midgnight live. The five variables used in this study include: purchase intention, trust, background visual complecity, electronic word of mouth, and interaction. This research was conducted in the Jakarta area. Quantitative research methods use a scale likert as a measure of the Gen Z population that has a TikTok account and has watched TikTok midnight live. The sampling technique is convenience sampling as many as 237 respondents obtained. Research analysis technique with Structural Equation Modeling (SEM). The results of the study found that background visual complexity, trust and interaction has a positive and significant effect on purchase intention, e-wom and interaction has a positive and significant effect on trust. Keywords : Purchase intention, trust, background visual complecity, electronic word of mouth, interaction, gen Z, TikTok.

Item Type:	Thesis (Sarjana)
Additional Information:	1) Prof. Usep Suhud, M.Si., Ph.D. ; 2) Shandy Aditya, BIB, MPBS.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 19385 not found.
Date Deposited:	04 Sep 2023 02:16
Last Modified:	04 Sep 2023 02:16
URI:	http://repository.unj.ac.id/id/eprint/40991

Actions (login required)

View Item