PENGARUH SALES PROMOTION, CELEBRITY ENDORSEMENT, DAN SOCIAL INTERACTION TERHADAP IMPULSIVE BUYING DENGAN CONSUMER TRUST SEBAGAI INTERVENING PADA MEDIA SOSIAL TIKTOK SHOP

BRYAN ALYANDRO, . (2024) PENGARUH SALES PROMOTION, CELEBRITY ENDORSEMENT, DAN SOCIAL INTERACTION TERHADAP IMPULSIVE BUYING DENGAN CONSUMER TRUST SEBAGAI INTERVENING PADA MEDIA SOSIAL TIKTOK SHOP. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Tujuan penelitian adalah untuk mengetahui pengaruh positif dan signifikan sales promotion, celebrity endorsement dan social interaction terhadap impulsive buying melalui consumer trust. Metode pengumpulan data pada penelitian ini menggunakan metode survei dengan menyebar kuesioner yang dibuat melalui Google Form. Sampel penelitian yang didapatkan berjumlah 308 responden dengan kriteria masyarakat yang berdomili Jabodetabek, dengan usia minimal 17 tahun, dan dalam 3 bulan terakhir pernah melakukan transaksi pembelian produk pada media sosial TikTok Shop. Analisis data yang digunakan untuk mengolah dan menganalisis hasil penelitian dengan metode SEM yang memanfaatkan perangkat lunak SPSS versi 25 dan AMOS versi 24. Hasil penelitian menunjukkan bahwa (1) sales promotion berpengaruh positif dan signifikan terhadap consumer trust pada pengguna TikTok Shop di Jabodetabek, (2) celebrity endorsement berpengaruh positif dan signifikan terhadap consumer trust pada pengguna TikTok Shop di Jabodetabek, (3) social interaction berpengaruh positif dan signifikan terhadap consumer trust pada pengguna TikTok Shop di Jabodetabek, (4) sales promotion berpengaruh positif dan signifikan terhadap impulsive buying pada pengguna TikTok Shop di Jabodetabek, (5) celebrity endorsement berpengaruh positif dan signifikan terhadap impulsive buying pada pengguna TikTok Shop di Jabodetabek, (6) social interaction berpengaruh positif dan signifikan terhadap impulsive buying pada pengguna TikTok Shop di Jabodetabek, (7) consumer trust berpengaruh positif dan signifikan terhadap impulsive buying pada pengguna TikTok Shop di Jabodetabek, (8) sales promotion berpengaruh positif dan signifikan terhadap impulsive buying baik secara langsung maupun tidak langsung melalui consumer trust sebagai partial intervening pada pengguna TikTok Shop di Jabodetabek, (9) celebrity endorsement berpengaruh positif dan signifikan terhadap impulsive buying baik secara langsung maupun tidak langsung melalui consumer trust sebagai partial intervening pada pengguna TikTok Shop di Jabodetabek, dan (10) social interaction berpengaruh positif dan signifikan terhadap impulsive buying baik secara langsung maupun tidak langsung melalui consumer trust sebagai partial intervening pada pengguna TikTok Shop di Jabodetabek. Kata Kunci: Sales Promotion, Celebrity Endorsement, Social Interaction, Consumer Trust, Impulsive Buying, TikTok Shop. ********** The purpose of this research is to determine the positive and significant influence of sales promotion, celebrity endorsement and social interaction on impulsive buying through consumer trust. The data collection method used in this study was a survey conducted by distributing questionnaires created through Google Form. The research sample consisted of 308 respondents from Jabodetabek area, aged 17 years or older, and in the last 3 months have made product purchase transactions on the TikTok Shop social media. The data analysis used to process and analyze the research results was Structural Equation Modeling (SEM), utilizing SPSS version 25 and AMOS version 24 software. The research findings indicate that (1) sales promotion has a positive and significant influence on consumer trust among TikTok Shop users in Jabodetabek, (2) celebrity endorsement has a positive and significant influence on consumer trust among TikTok Shop users in Jabodetabek, (3) social interaction has a positive and significant influence on purchase intention among Madame Gie users in Jabodetabek, (4) sales promotion has a positive and significant influence on impulsive buying among TikTok Shop users in Jabodetabek, (5) celebrity endorsement has a positive and significant influence on impulsive buying among TikTok Shop users in Jabodetabek, (6) social interaction has a positive and significant influence on impulsive buying among TikTok Shop users in Jabodetabek, (7) consumer trust has a positive and significant influence on impulsive buying among TikTok Shop users in Jabodetabek, (8) sales promotion has a positive and significant influence on impulsive buying both directly and indirectly through consumer trust as a partial intervening variable among TikTok Shop users in Jabodetabek, (9) celebrity endorsement has a positive and significant influence on impulsive buying both directly and indirectly through consumer trust as a partial intervening variable among TikTok Shop users in Jabodetabek, and (10) social interaction has a positive and significant influence on impulsive buying both directly and indirectly through consumer trust as a partial intervening variable among TikTok Shop users in Jabodetabek. Keyword: Sales Promotion, Celebrity Endorsement, Social Interaction, Consumer Trust, Impulsive Buying, TikTok Shop.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E.,M.Si.,Ph.D. ; 2). Muhammad Fawaiq, M.Ec.Dev.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 22164 not found.
Date Deposited:	27 Feb 2024 00:51
Last Modified:	27 Feb 2024 00:51
URI:	http://repository.unj.ac.id/id/eprint/45077

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