ANALISIS PERILAKU PENGGUNA TIKTOK GO BERBASIS AISAS DI JABODETABEK

AMALIA ASTI ALSYIRA, . (2026) ANALISIS PERILAKU PENGGUNA TIKTOK GO BERBASIS AISAS DI JABODETABEK. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan teknologi digital mendorong perubahan perilaku konsumen dalam mencari informasi dan melakukan keputusan melalui platform digital. TikTok Go hadir sebagai fitur berbasis lokasi yang menghubungkan aktivitas online dan offline. Penelitian ini bertujuan untuk menganalisis perilaku pengguna TikTok Go berbasis model AISAS (Attention, Interest, Search, Action, Share) di Jabodetabek. Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Data diperoleh melalui kuesioner daring kepada 96 responden dan dianalisis menggunakan analisis deskriptif serta Tingkat Capaian Responden (TCR). Hasil penelitian menunjukkan bahwa perilaku pengguna TikTok Go berada pada kategori tinggi. Tahapan Attention, Interest, Search, dan Action menunjukkan kecenderungan positif, sedangkan Share menjadi tahapan dengan capaian terendah. Penelitian ini memberikan implikasi bagi pengembangan strategi pemasaran digital melalui peningkatan interaksi dan pengalaman pengguna. Kata kunci: AISAS, perilaku pengguna, TikTok Go, pemasaran digital, online-to-offline ***** Digital technology development has driven changes in consumer behavior in seeking information and making decisions through digital platforms. TikTok Go is introduced as a location-based feature that connects online and offline activities. This study aims to analyze TikTok Go user behavior based on the AISAS model (Attention, Interest, Search, Action, Share) in Jabodetabek. This study uses a quantitative approach with a descriptive method. Data were collected through an online questionnaire involving 96 respondents and analyzed using descriptive analysis and the Respondent Achievement Level (TCR). The results show that TikTok Go user behavior is categorized as high. The Attention, Interest, Search, and Action stages demonstrate positive tendencies, while Share is the stage with the lowest achievement. This study provides implications for the development of digital marketing strategies through improving user interaction and experience. Keywords: AISAS, user behavior, TikTok Go, digital marketing, online-to-offline

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Dra. Sholikhah, M.M. ; 2.) Sheyla Silvia Siregar, S.S., M.Si.
Subjects:	Ilmu Sosial > Kewirausahaan Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > D IV Pemasaran Digital
Depositing User:	Amalia Asti Alsyira .
Date Deposited:	31 Aug 2026 02:13
Last Modified:	31 Aug 2026 02:13
URI:	http://repository.unj.ac.id/id/eprint/73482

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