Rizqi Muhammad Zaki, . (2026) PENGARUH SHOPPERTAINMENT TERHADAP KEPUTUSAN PEMBELIAN PADA TIKTOK EIGER ADVENTURE OFFICIAL. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The development of social media has driven changes in digital marketing strategies, one of which is through the implementation of the shoppertainment concept, which combines entertainment elements with shopping activities. Eiger Adventure is an outdoor product brand that utilizes TikTok as a shoppertainment-based marketing medium to reach consumers more broadly. However, the implementation of shoppertainment by Eiger Adventure has not been fully optimized, as consumer interaction and purchasing decisions remain relatively low. This study aims to analyze the effect of shoppertainment on TikTok on purchasing decisions of Eiger Adventure products using the Facets Model of Effects theory. This study employed a quantitative explanatory approach with a purposive sampling technique. Data analysis was conducted using Pearson Product Moment correlation, simple linear regression, coefficient of determination, and hypothesis testing through the t-test with the assistance of SPSS version 25. The results indicate that shoppertainment has a positive and significant effect on purchasing decisions on TikTok Eiger Adventure, with a very strong relationship and a contribution of 66.2%, while the remaining percentage is influenced by other factors outside this study. Based on the analysis of the mean values of each dimension, the cognition dimension has the highest mean value and is therefore the most dominant dimension influencing purchasing decisions, whereas the emotion dimension has the lowest mean value. These findings suggest that informational aspects of shoppertainment content play a more significant role in driving purchasing decisions than emotional aspects.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2210411191] [Pembimbing: Lusia Handayani] [Penguji 1: Ana Kuswanti] [Penguji 2: Anindita Lintangedesi Afriani] |
| Uncontrolled Keywords: | Eiger Adventure, Facets Model of Effect, Keputusan Pembelian, Shoppertainment. |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce H Social Sciences > HG Finance |
| 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: | RIZQI MUHAMMAD ZAKI |
| Date Deposited: | 02 Feb 2026 07:53 |
| Last Modified: | 02 Feb 2026 07:53 |
| URI: | http://repository.upnvj.ac.id/id/eprint/41643 |
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