Muhammad Riffa Maulana, . (2026) PENGARUH KONTEN REVIEW PRODUK TEKNOLOGI DI TIKTOK @GADGETIN TERHADAP MINAT BELI SMARTPHONE. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
TikTok has evolved into one of the primary information-seeking platforms for Generation Z, including for smartphones, which are considered high-involvement products. This study aims to examine the influence of reviewer credibility, information quality, and the visual attractiveness of TikTok review content on smartphone purchase intention. A quantitative research approach was employed using a survey method, involving 96 Generation Z respondents in the Jabodetabek area who actively use TikTok. Data were analyzed using the Structural Equation Modeling–Partial Least Squares (SEM-PLS) method. The hypothesis testing results indicate that reviewer credibility has a positive and significant effect on purchase intention (β = 0.431; p = 0.015), as does visual attractiveness (β = 0.235; p = 0.049). In contrast, information quality does not have a significant effect on purchase intention (β = 0.198; p = 0.202). The research model explains 61.9% of the variance in smartphone purchase intention (R² = 0.619). These findings suggest that within the short-form video environment of TikTok, trust in the reviewer and the visual appeal of the content play a more dominant role than the depth of technical information in shaping Generation Z’s purchase intentions. Practically, this study implies that smartphone brands should prioritize collaborations with credible content creators and optimize the visual elements of review content rather than focusing on delivering extensive technical details on TikTok.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil : 1910411276] [Pembimbing : Witanti Prihatiningsih] [Penguji 1 : Windhi Tia Saputra] [Penguji 2 ; Gracia Krisnando. N |
| Uncontrolled Keywords: | Generation Z, Purchase Intention, Review Content, 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: | MUHAMMAD RIFFA MAULANA |
| Date Deposited: | 08 Sep 2026 04:07 |
| Last Modified: | 08 Sep 2026 04:07 |
| URI: | http://repository.upnvj.ac.id/id/eprint/54137 |
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