Pengaruh Penggunaan Fitur TikTok Shop Terhadap Tingkat Keputusan Pembelian Spray Serum Merek X

STEPHANIE VIDA THEAPHILIA, . (2026) Pengaruh Penggunaan Fitur TikTok Shop Terhadap Tingkat Keputusan Pembelian Spray Serum Merek X. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini dilatarbelakangi oleh tingginya penggunaan TikTok Shop sebagai media pencarian informasi, promosi, dan transaksi produk perawatan kulit. Paparan konten yang intensif belum selalu diikuti keputusan pembelian karena konsumen tetap mempertimbangkan kebutuhan, manfaat produk, ulasan, serta kesesuaiannya dengan kondisi kulit. Penelitian ini bertujuan mengetahui pengaruh penggunaan fitur TikTok Shop terhadap tingkat keputusan pembelian spray serum Merek X pada mahasiswa Universitas Negeri Jakarta angkatan 2022. Penelitian menggunakan pendekatan kuantitatif asosiatif dengan rancangan kausal. Sampel terdiri atas 96 mahasiswa dari Fakultas Bahasa dan Seni, Fakultas Ilmu Sosial, dan Fakultas Teknik yang dipilih melalui teknik purposive sampling. Data dikumpulkan secara daring menggunakan kuesioner berskala Likert dan dianalisis melalui regresi linear sederhana, uji t, serta koefisien determinasi dengan bantuan SPSS 27. Hasil analisis menghasilkan persamaan regresi Y = 43,724 + 0,612X. Nilai t hitung sebesar 7,667 lebih besar daripada t tabel sebesar 1,985, dengan nilai signifikansi kurang dari 0,01. Nilai koefisien determinasi sebesar 0,385 menunjukkan bahwa penggunaan fitur TikTok Shop menjelaskan 38,5% variasi keputusan pembelian, sedangkan 61,5% dipengaruhi faktor lain di luar penelitian. Hasil tersebut membuktikan bahwa penggunaan fitur TikTok Shop berpengaruh positif dan signifikan terhadap tingkat keputusan pembelian spray serum Merek X. ****** This study was motivated by the extensive use of TikTok Shop as a channel for searching for information, viewing promotions, and purchasing skincare products. Intensive exposure to promotional content does not always lead directly to a purchase because consumers continue to consider their needs, product benefits, reviews, and suitability for their skin condition. This study aimed to determine the effect of TikTok Shop feature usage on the purchase decision level for Brand X spray serum among 2022-entry students at Universitas Negeri Jakarta. A quantitative associative approach with a causal design was employed. The sample comprised 96 students from the Faculty of Languages and Arts, the Faculty of Social Sciences, and the Faculty of Engineering, selected through purposive sampling. Data were collected online using a Likert-scale questionnaire and analyzed through simple linear regression, a t-test, and the coefficient of determination with SPSS 27. The analysis produced the regression equation Y = 43.724 + 0.612X. The calculated tvalue of 7.667 exceeded the critical t-value of 1.985, with a significance value below 0.01. The coefficient of determination was 0.385, indicating that TikTok Shop feature usage explained 38.5% of the variation in purchase decisions, while the remaining 61.5% was attributable to factors outside this study. These findings demonstrate that TikTok Shop feature usage has a positive and significant effect on the purchase decision level for Brand X spray serum.

Item Type:	Thesis (Sarjana)
Additional Information:	1. Dr. Nurul Hidayah, S.Pd, M.Pd. ; 2. Dian Pertiwi Josua, M.Si.
Subjects:	Tata Rias > Tata Rias (Makeup)
Divisions:	FT > S1 Pendidikan Tata Rias
Depositing User:	Users 36016 not found.
Date Deposited:	11 Aug 2026 03:35
Last Modified:	11 Aug 2026 03:35
URI:	http://repository.unj.ac.id/id/eprint/69600

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