PENGARUH USER GENERATED CONTENT DI MEDIA SOSIAL TERHADAP MINAT BELI PRODUK FASHION

RISKA AMELIA PUTRI, . (2025) PENGARUH USER GENERATED CONTENT DI MEDIA SOSIAL TERHADAP MINAT BELI PRODUK FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk melihat pengaruh user generated content di media sosial terhap minat beli produk fashion. Penelitian ini menggunakan metode penelitian survey dengan pendekatan kuantitatif dan desain penelitian asosiatif. Populasi dalam penelitian ini adalah wanita berusia 18-28 tahun berdomisili di wilayah Jabodetabek yang merupakan pengguna aktif media sosial tiktok dan pernah melakukan minimal tiga kali pembelian produk fashion secara online. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non-probability sampling dengan metode accidental sampling sehingga diperoleh jumlah sampel sebanyak 120 responden. Teknik pengumpulan data menggunakan kuesioner campuran dengan skala Likert. Kuesioner pada penelitian ini berjumlah 32 pernyataan yang meliputi 16 pernyataan variabel minat beli dan 16 pernyataan variabel user generated content. Teknik analisis data pada penelitian ini menggunakan uji chi-square. Berdasarkan hasil analisis chi square terhadap 120 responden, diperoleh hasil ρ value = 0,001 < 0,05. Dapat disimpulkan bahwa hasil penelitian ini menunjukkan user generated content berpengaruh terhadap minat beli, dimana perolehan hasil penilaian tertinggi pada indikator minat beli yaitu minat eksploratif, dan pada indikator user generated content hasil tertinggi adalah content usefullness. ***** This research aims to examine the influence of user generated content on social media on the purchase intention of fashion products. The research employs a survey method with a quantitative approach and an associative research design. The population of this study consists of women aged 18–28 years residing in the Jabodetabek area who are active TikTok users and have made at least three online fashion purchases. The sampling technique used in this study is non-probability sampling with an accidental sampling method, resulting in a sample size of 120 respondents. Data collection was conducted using a mixed questionnaire with a Likert scale. The questionnaire in this research consists of 32 statements, including 16 statements for the purchase interest variable and 16 statements for the user generated content variable . The data analysis technique applied in this study is the chi-square test. Based on the chi-square analysis of 120 respondents, the results show a p-value = 0.001 < 0.05. It can be concluded that user-generated content significantly influences purchase interest, with the highest rating in the purchase interest indicator being exploratory interest, while the highestrated indicator of user-generated content is content usefulness.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Sri Listiani, S.Pd., M.Ds. ; 2). Esty Nurbaity Arssyi, S.Pd., M.KM.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen Desain Kostum, Tata Busana > Tata Busana
Divisions:	FT > S1 Pendidikan Tata Busana
Depositing User:	Users 26288 not found.
Date Deposited:	25 Feb 2025 02:36
Last Modified:	25 Feb 2025 02:36
URI:	http://repository.unj.ac.id/id/eprint/53418

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