Sanaz Nurhikmah, . (2025) PENGARUH SOFT SELLING KONTEN REDDOG DAN INFLUENCER TIKTOK @STEGULU TERHADAP MINAT BELI FOLLOWERS. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Promotional strategies on social media increasingly adopt a soft selling approach that presents products briefly without direct purchase appeals. Reddog applies this approach on TikTok through content by influencer @stegulu, which only displays the product for 10–15 seconds without encouraging purchases. This format may limit the delivery of promotional messages, and its impact on followers’ purchase intention remains uncertain. This study aims to determine the extent to which Reddog’s soft selling content and TikTok influencer @stegulu influence followers’ purchase intention. The study employs the cognitive response theory, which explains that audience thoughts when receiving promotional messages can affect purchase intention. This research uses a quantitative method with an explanatory research design. The population consists of 137,800 followers of the TikTok account @stegulu, and a sample of 100 respondents was selected using the Taro Yamane formula with purposive random sampling. The regression test results show that soft selling and influencer variables simultaneously have a significant effect on purchase intention, with a contribution of 42.4 percent. Partial tests also show that both soft selling and influencer variables have a significant influence on purchase intention. The influencer variable shows a stronger effect with a value of 0.460, while soft selling shows an influence value of 0.279. These findings indicate that the influencer plays a more dominant role in shaping purchase intention compared to the soft selling approach.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2110411169] [Pembimbing: Ana Kuswanti] [Penguji 1: Siti Maryam] [Penguji 2: Anindita Lintangdesi Afriani] |
| Uncontrolled Keywords: | Cognitive Response, Influencer, Marketing Communication, Purchase Intention, TikTok |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | SANAZ NURHIKMAH |
| Date Deposited: | 20 Aug 2025 04:19 |
| Last Modified: | 20 Aug 2025 04:19 |
| URI: | http://repository.upnvj.ac.id/id/eprint/39098 |
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