PERAN CONTENT QUALITY DALAM MENGUATKAN NIAT BERBELANJA KONSUMEN MELALUI TIKTOK MIDNIGHT LIVE

WULAN OKTILA SARIN, . (2023) PERAN CONTENT QUALITY DALAM MENGUATKAN NIAT BERBELANJA KONSUMEN MELALUI TIKTOK MIDNIGHT LIVE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk 1) menguji pengaruh content quality terhadap perceived enjoyment pada produk sepatu melalui TikTok midnight live, 2) untuk menguji pengaruh content quality terhadap perceived ease of use pada produk sepatu melalui TikTok midnight live, 3) untuk menguji pengaruh content quality terhadap trust pada produk sepatu melalui TikTok midnight live, 4) untuk menguji pengaruh perceived enjoyment terhadap purchase intention pada produk sepatu melalui TikTok midnight live, 5) untuk menguji pengaruh perceived ease of use terhadap trust pada produk sepatu melalui TikTok midnight live, 6) untuk menguji pengaruh perceived ease of use terhadap purchase intention pada produk sepatu melalui TikTok midnight live, 7) untuk menguji pengaruh trust terhadap purchase intention pada produk sepatu melalui TikTok midnight live. Sampel penelitian ini 217 responden dengan karakteristik berdomisili atau bertempat tinggal di wilayah Jabodetabek, berusia minimal 17 tahun dan pernah menonton siaran TikTok midnight live dalam kurun waktu tiga bulan terakhir. Metode pengumpulan data menggunakan teknik survei dengan instrumen berupa kuesioner. Data yang diperoleh dari kuesioner diolah menggunakan software SPSS dan Amos. Hasil penelitian ini menunjukkan variabel content quality berpengaruh signifikan terhadap perceived enjoyment, perceived ease of use, dan trust. Variabel Perceived enjoyment dan trust berpengaruh signifikan terhadap purchase intention. Variabel Perceived ease of use berpengaruh signifikan terhadap trust, namun variabel perceived ease of use tidak berpengaruh signifikan terhadap purchase intention. Kata kunci: content quality, perceived enjoyment, perceived ease of use, trust, purchase intention, dan TikTok midnight live. *** This study aims to 1) examine the effect of content quality on perceived enjoyment of shoe products through TikTok midnight live, 2) examine the effect of content quality on perceived ease of use in shoe products through TikTok midnight live, 3) examine the effect of content quality on trust consumers on shoe products through TikTok midnight live, 4) examine the effect of perceived enjoyment on purchase intention on shoe products through TikTok midnight live, 5) examine the effect of perceived ease of use on trust in shoe products through TikTok midnight live, 6) examine the effect of perceived ease of use on purchase intention for shoe products through TikTok midnight live, 7) examine the effect of trust on purchase intention for shoe products through TikTok midnight live. The sample for this study were 217 respondents with the characteristics of domiciled or stay in the Jabodetabek area, aged at least 17 years and had watched TikTok midnight live in the last three months. Methods of data collection using survey techniques with instruments in the form of questionnaires. The data obtained from the questionnaires were processed using SPSS and Amos software. The results of this study indicate that the variable content quality has a significant effect on perceived enjoyment, perceived ease of use and trust. Perceived enjoyment and trust have a significant effect on purchase intention. Perceived ease of use has a significant effect on trust, but perceived ease of use does not have a significant effect on purchase intention. Keywords: content quality, perceived enjoyment, perceived ease of use, trust, purchase intention, and TikTok midnight live.

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 19573 not found.
Date Deposited:	04 Sep 2023 05:44
Last Modified:	04 Sep 2023 05:44
URI:	http://repository.unj.ac.id/id/eprint/41089

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