Pengaruh promosi di media sosial tiktok terhadap keputusan pembelian produk Skintific

Anjani, Maya Rizky (2024) Pengaruh promosi di media sosial tiktok terhadap keputusan pembelian produk Skintific. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Perkembangan teknologi membuat masyarakat dengan mudah untuk mendapatkan informasi tentang apa saja, termasuk dalam perawatan kulit. Hal ini juga berkaitan dengan perkembangan digital salah satunya adanya media sosial Tiktok, sehingga banyak perusahaan yang berbondong-bondong untuk promosi produknya melalui Tiktok agar dengan mudah dikenal oleh masyarakat luas. Salah satunya brand skincare Skintific yang menggunakan media sosial Tiktok untuk promosi produknya. Penelitian ini berfokus dalam meneliti “pengaruh promosi di media sosial Tiktok terhadap keputusan pembelian produk Skintific”. Dalam penelitian ini menggunakan landasan teori Bauran Pemasaran. Metode yang digunakan dalam penelitian ini yaitu metode kuantitatif dengan penelitian asosiatif. Dari hasil 100 responden yang didapatkan, hasil penelitian ini menemukan bahwa adanya pengaruh yang berkorelasi dari variabel media sosial Tiktok dan keputusan pembelian dengan koefisien determinasinya 64,3%. Dapat juga terlihat dari lima dimensi media sosial Tiktok bahwa dimensi kualitas promosi dan purchase decision paling berpengaruh dalam keputusan pembelian pada penelitian ini. / Technological developments make it easy for people to get information about anything, including skin care. This is also related to digital developments, one of which is the social media Tiktok, so that many companies are flocking to promote their products through Tiktok so that they are easily known widely. One of them is the skincare brand Skintific which uses social media Tiktok to promote its products. This research focuses on examining "the influence of promotions on Tiktok social media on purchasing decisions for Skintific products". In this research, the marketing mix theory is used. The method used in this research is a quantitative method with associative research. From the results of 100 respondents obtained, the results of this study found that there was an inhibiting influence on the Tiktok social media variable and purchasing decisions with a coefficient of determination of 64.3%. It can also be seen from the five dimensions of TikTok social media that the dimensions of promotional quality and purchasing decisions have the most influence on purchasing decisions in this research.

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