ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KONSUMEN PADA PLATFORM SOCIAL COMMERCE: STUDI KASUS KONSUMEN TIKTOK SHOP DI JAKARTA

AHMAD MUZAKI, . (2024) ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI NIAT PEMBELIAN KONSUMEN PADA PLATFORM SOCIAL COMMERCE: STUDI KASUS KONSUMEN TIKTOK SHOP DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Maksud dari penulisan penelitian ini adalah untuk untuk menguji pengaruh positif dan signifikan sales promotion, online customer review, social media influencer, dan social media advertising terhadap purchase intention. Pengumpulan data dilakukan dengan metode kuesioner yang didistribusikan secara online melalui platform media sosial seperti Whatsapp dan Instagram. Objek yang diambil dalam penelitian ini adalah responden yang belum pernah atau setidaknya mengetahui tentang platform Tiktok Shop yang berdomisili tempat tinggal di DKI Jakarta dan berumur minimal 17 tahun keatas. Sampel yang digunakan dalam penelitian ini berjumlah 250 responden. Penelitian ini menggunakan SEM (Structural Equation Model) untuk melakukan proses Analisa dan pengolahan data hasil penelitian. Diharapkan hasil yang didapatkan pada penelitian ini dapat dijadikan sumber pengetahuan baru dan referensi bagi penelitian yang akan dilakukan selanjutnya. Adapun hasil yang didapatkan pada penelitian ini menunjukkan bahwa sales promotion, online customer review, social media advertising berpengaruh positif dan signifikan terhadap purchase intention. Kemudian hasil penelitian juga menunjukkan bahwa social media influencer tidak memiliki pengaruh terhadap purchase intention. Kata Kunci: sales promotion, online customer review, social media influencer,social media advertising, purchase intention ***** The purpose of writing this research is to test the positive and significant influence of sales promotions, online customer reviews, social media influencers, and social media advertising on purchase intentions. Data collection was carried out using a questionnaire method which was distributed online via social media platforms such as Whatsapp and Instagram. The objects taken in this research were respondents who had never or at least knew about the Tiktok Shop platform who were domiciled in DKI Jakarta and were at least 17 years or older. The sample used in this research was 250 respondents. This research uses SEM (Structural Equation Model) to carry out the analysis and processing of research data. It is hoped that the results obtained in this research can be used as a source of new knowledge and a reference for future research. The results obtained in this research show that sales promotions, online customer reviews, social media advertising have a positive and significant effect on purchase intentions. Then the research results also show that social media influencers have no influence on purchase intentions. Keywords: sales promotion, online customer review, social media influencer, social media advertising, purchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE., M.Si. ; 2). Dewi Agustin Pratama Sari, S.E., M.S.M.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Ahmad Muzaki .
Date Deposited:	08 Aug 2024 04:15
Last Modified:	08 Aug 2024 04:15
URI:	http://repository.unj.ac.id/id/eprint/49395

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