FAKTOR-FAKTOR YANG BERPERAN DALAM MENINGKATKAN NIAT BELI KONSUMEN PRODUK THRIFT MELALUI TIKTOK LIVE STREAM (PENELITIAN PADA MAHASISWA SEMESTER X TAHUN AKADEMIK 2023/2024 JURUSAN PENDIDIKAN BISNIS FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA)

JA'FARUSH SHIDDIIQ, . (2024) FAKTOR-FAKTOR YANG BERPERAN DALAM MENINGKATKAN NIAT BELI KONSUMEN PRODUK THRIFT MELALUI TIKTOK LIVE STREAM (PENELITIAN PADA MAHASISWA SEMESTER X TAHUN AKADEMIK 2023/2024 JURUSAN PENDIDIKAN BISNIS FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk meneliti pengaruh dari social media marketing, perceived quality, brand awareness, dan brand image terhadap purchase intention produk thrift melalui TikTok live stream. Penelitian ini merupakan penelitian yang bersifat kuantitatif. Data primer dikumpulkan dengan menyebarkan kuesioner kepada 221 responden (final sample). Purposive sampling dipilih sebagai metode pengambilan sampel, sehingga sampel yang diambil dengan syarat tertentu, antara lain pengguna aplikasi TikTok, berdomisili di DKI Jakarta, berusia 17-35 tahun, pernah melihat live stream/content Thrift Shop di TikTok, berniat untuk membeli produk thrift di TikTok. Hasil analisis data primer dilakukan dengan metode Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa social media marketing berpengaruh positif dan signifikan terhadap perceived quality, brand awareness, dan brand image. Kemudian, hasil penelitian juga menujukkan bahwa perceived quality dan brand image berpengaruh positif dan signifikan terhadap purchase intention. Selanjutnya, brand awareness tidak berpengaruh positif dan signifikan terhadap purchase intention. ***** This study aims to examine the effect of social media marketing, perceived quality, brand awareness, and brand image on purchase intention of thrift products through TikTok live stream. This research is a quantitative research. Primary data was collected by distributing questionnaires to 221 respondents (final sample). Purposive sampling was chosen as the sampling method, so that samples were taken with certain conditions, including users of the TikTok application, domiciled in DKI Jakarta, aged 17-35 years, have seen the Thrift Shop live stream / content on TikTok, intend to buy thrift products on TikTok. The results of primary data analysis were carried out using the Structural Equation Modeling (SEM) method. The results showed that social media marketing has a positive and significant effect on perceived quality, brand awareness, and brand image. Then, the results also show that perceived quality and brand image have a positive and significant effect on purchase intention. Furthermore, brand awareness does not have a positive and significant effect on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Prof. Usep Suhud, M.Si., Ph.D. ; 2.) Dr. Terrylina Arvinta Monoarfa, SE., MM.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 22376 not found.
Date Deposited:	06 Aug 2024 23:43
Last Modified:	06 Aug 2024 23:43
URI:	http://repository.unj.ac.id/id/eprint/48849

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