Nadila Qoonita Lutfiyah, . (2024) PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE DECISION PADA TIKTOK @NYEMIL.SAJI. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
The rapid growth of digitalization has made social media an effective tool for engaging with consumers, utilized across various industries, including the culinary business. Intense competition has led to negative trends in the culinary sector, with 70% facing bankruptcy within 1-3 years. Nyemil Saji stands out as a business that has thrived and leveraged TikTok to interact with consumers. This study aims to examine the influence of Social Media Marketing (X) on Purchase Decision (Y) on TikTok @nyemil.saji, employing the Cognitive Response Theory. Utilizing a quantitative explanative method with accidental sampling, 89 survey respondent data were analyzed. Findings indicate that 79.4% of purchase decisions are influenced by marketing on TikTok @nyemil.saji. There is a significant positive impact of social media marketing on purchase decisions, with a t-value of 18.316 > 1.987, suggesting that more persuasive marketing on TikTok @nyemil.saji leads to higher purchase decision rates. In conclusion, social media marketing influences purchase decisions on TikTok @nyemil.saji. Future research should evaluate the 20.6% of other factors affecting purchase decisions influenced by social media marketing. It is recommended for culinary business owners to maximize the use of social media in product marketing and conveying persuasive messages.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No. Panggil: 2010411039] [Pembimbing: Aan Setiadarma [Penguji 1: Machyudin Agung Harahap] [Penguji 2: Lusia Handayani] |
| Uncontrolled Keywords: | Persuasive Communication, Purchase Decision, Social Media Marketing, TikTok |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HN Social history and conditions. Social problems. Social reform |
| 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: | NADILA QOONITA LUTFIYAH |
| Date Deposited: | 31 Jul 2024 01:13 |
| Last Modified: | 31 Jul 2024 01:13 |
| URI: | http://repository.upnvj.ac.id/id/eprint/30119 |
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