Kania, Riesta Caezar Wulan and , Rona Rizkhy Bunga Chasana, S.I.Kom., M.A (2023) Pengaruh Electronic Word Of Mouth Melalui Media Sosial Tiktok Terhadap Minat Beli Produk Jiniso.id. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Using TikTok as a marketing tool is a digital marketing strategy. The role of micro influencers in social media helps the dissemination of information to reach the public more quickly. Jiniso.id is a local fashion product that is currently popular among millennials. This research examines two variables, namely EWOM on TikTok (X) and the purchase intention of Lintang Raina followers (Y) to determine the effect of electronic word of mouth through TikTok on purchase intention Jiniso.id products after seeing reviews from micro influencer Lintang Raina. This study uses an explanatory quantitative method to explain a causal relationship involving the role of EWOM and purchase intention by millennial consumers. The data collection technique used a questionnaire which was distributed to 154 respondents. Determining the number of samples through purposive sampling technique. The population and sample of this study are followers of Lintang Raina. The validity test was carried out using the Pearson Technique, while the reliability test used in the study was Cronbach's Alpha. To test the effect of using simple linear regression analysis statistics. The results of this indicate that EWOM created by micro influencers through TikTok has 21% influence on the purchase intention of Jiniso.id by Lintang Raina followers. Meanwhile, 79% of purchase intention is influenced by other factors not examined in this study.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Digital Marketing, EWOM, Jiniso.id, Micro Influencer, TikTok |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | RIESTA CAEZAR WULAN KANIA |
| Date Deposited: | 21 Aug 2023 09:28 |
| Last Modified: | 21 Aug 2023 09:28 |
| URI: | http://eprints.ums.ac.id/id/eprint/116716 |
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