ANALISIS EFEKTIVITAS LIVE STREAMING SKINCARE PADA PLATFORM TIKTOK

ZAKIA DIVA, . (2025) ANALISIS EFEKTIVITAS LIVE STREAMING SKINCARE PADA PLATFORM TIKTOK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

ZAKIA DIVA. Analisis Efektivitas Live Streaming Skincare Pada Platform Tiktok. Program Studi Pemasaran Digital, Fakultas Ekonomi dan Bisnis, Universitas Negeri Jakarta, 2021. Penelitian ini untuk mengetahui persepsi pengguna terhadap efektivitas Live Streaming skincare pada platform TikTok sebagai media pemasaran. Menggunakan metode penelitian kuantitatif yang diukur dengan skala likert. Populasi yang digunakan adalah seluruh pengguna aplikasi Tiktok dan pernah menyaksikan Live Streaming skincare pada platform Tiktok. Teknik pengambilan sampel penelitian ini menggunakan purposive sampling sebanyak 96 responden yang diperoleh dari penyebaran kuesioner kepada responden secara online melalui Google Form. Teknik analisis penelitian ini yaitu menggunakan software SPSS versi 25 (Statistical Package for the Social Sciences). Hasil penelitian ini menunjukkan bahwa terdapat empat faktor utama yang membentuk efektivitas Live Streaming skincare di platform TikTok, yaitu Sense of community, Interactivity, Streamer attractiveness, dan Watching Intention. Kata kunci: Efektifitas, Live Streaming, Tiktok, Social Presence ***** ZAKIA DIVA. An Analysis of the Effectiveness of Skincare Live Streaming on the TikTok Platform. Digital Marketing Study Program, Faculty of Economics and Business, Universitas Negeri Jakarta, 2021. This study aims to examine users’ perceptions of the effectiveness of skincare Live Streaming on the TikTok platform as a marketing medium. The research used a quantitative method measured using a Likert scale. The population consisted of all TikTok users who have watched skincare Live Streaming on the platform. The sampling technique used in this study was purposive sampling, with a total of 96 respondents obtained through an online questionnaire distributed via Google Form. The data were analyzed using SPSS version 25 (Statistical Package for the Social Sciences). The findings of this study indicate that there are four main factors that shape the effectiveness of skincare Live Streaming on TikTok: Sense of community, Interactivity, Streamer attractiveness, and Watching Intention. Keywords: Effectiveness, Live Streaming, TikTok, Social Presence

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, SE. M.Si. ; 2). Adnan Kasofi, S.Pd., MBA.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Zakia Diva .
Date Deposited:	12 Aug 2025 02:10
Last Modified:	12 Aug 2025 02:10
URI:	http://repository.unj.ac.id/id/eprint/59835

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