Lee, Albert Steven (2022) Eksplorasi pengaruh media sosial tiktok terhadap online impulse buying. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
TikTok merupakan aplikasi media sosial yang memungkinkan pengguna memiliki profil yang dapat diisi dengan konten video yang dibuat, dan menampilkan konten yang dibuat oleh pengguna lain, kemudian akan muncul di beranda. TikTok menjadi salah satu wadah bagi pelaku bisnis dalam proses mempromosikan produknya untuk dijual. Tugas akhir ini bertujuan untuk mengetahui pengaruh dari media sosial TikTok terhadap pembelian online secara impulsif serta melihat apa saja faktor yang dapat memengaruhi pembelian online secara impulsif pada aplikasi TikTok. Metode Experimental Design juga digunakan untuk menjalankan perlakuan manipulasi. Digunakan desain 2x2 faktor, yang diisi dengan perbandingan high dan low untuk proses data yang dimanipulasi, kemudian dibuatkan sebuah konten yang dimuat kedalam sebuah website sederhana yang sudah dibuat, lalu diuji coba, dan kemudian dilakukan perbandingan. Tugas akhir ini menemukan Video Quality yang baik dan lengkap (high) memiliki pengaruh yang lebih tinggi terhadap niat dalam dorongan membeli secara impulsif. Kedua, Jumlah Likes yang tinggi (high) juga memiliki pengaruh terhadap pengguna TikTok. Ketiga, Susceptibility to Persuasion yang tinggi (high) secara positif memiliki pengaruh terhadap niat dan dorongan untuk pembelian online secara impulsif. Keempat, Video Quality dan Susceptibility to Persuasion yang lebih tinggi memiliki pengaruh terhadap dorongan untuk membeli secara impulsif. Selain itu, Tugas akhir ini dapat memberikan pandangan atau pemikiran baru bagi setiap individu dalam proses pembelian online secara impulsif./ TikTok is a social media application that allows users to have a profile that can be filled with video content made, and displays content created by other users, then it will appear on the homepage. TikTok is a place for business people in the process of promoting their products for sale. This final project aims to determine the influence of TikTok social media on impulsive online purchases and to see what factors can influence impulsive online purchases on the TikTok application. The Experimental Design method is also used to carry out manipulation treatments. A 2x2 factor design is used which is filled with comparisons high and low to process manipulated data, then content is created that is loaded into a simple website that has been created, then tested, and then compared. This final project finds that good and complete Video Quality has a higher influence on intention for Urge to Buy Impulsively. Second, the high number of Likes also has an influence on TikTok users. Third, a high Susceptibility to Persuasion has a positive influence on the intention for Urge to Buy Impulsively. Fourth, higher Video Quality and Susceptibility to Persuasion have an influence on the urge to buy impulsively. In addition, this final project can provide new insights or thoughts for each individual in the process of Online Impulse Buying.
| Item Type: | Thesis (Bachelor) | ||||||||||||
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| Uncontrolled Keywords: | online impulse buying; video quality; likes; susceptibility to persuasion; tiktok; latent-state-trait theory; | ||||||||||||
| Subjects: | Q Science > QA Mathematics > QA75 Electronic computers. Computer science | ||||||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > School of Information Science and Technology > Information Systems Current > Faculty/School - UPH Karawaci > School of Information Science and Technology > Information Systems |
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| Depositing User: | Albert Steven Lee | ||||||||||||
| Date Deposited: | 13 Feb 2023 05:36 | ||||||||||||
| Last Modified: | 13 Feb 2023 05:36 | ||||||||||||
| URI: | http://repository.uph.edu/id/eprint/54220 |
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