Setyawan, Renaldi and , Dr. Edy Purwo Saputro, S.E,. M.Si (2023) Pengaruh Sales Promotion dan Content TikTok Shop @erigostore terhadap Minat Beli pada Mahasiswa Ilmu Komunikasi Universitas Muhammadiyah Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The influence of social media in today's digital marketing media makes it a widely used means to boost consumer purchasing interest. TikTok is an audio-video-based social media that is currently the most downloaded app in the world. TikTok provides a new marketplace feature that can be used to conduct sales transactions.The study aims to find out how much the sales promotion and content of TikTok Shop @erigostore has influenced the interest in buying clothes online in students of communications sciences at Muhammadyah University of Surakarta. This type of research is quantitative in which data is obtained through the dissemination of questionnaires distributed to 95 respondents with the criteria of having purchased Erigo products. The results of the survey questionnaire tested using SPSS version 21.0. From the results of data analysis it can be concluded that sales promotion and content variables have no partial influence on consumer purchasing interests. Through a determination coefficient test, sales promotion and content have an impact of 40.8% on buying interest.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Sales Promotion; Content; Buy Interest |
| Subjects: | H Social Sciences > HE Communications |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | RENALDI SETYAWAN |
| Date Deposited: | 11 Nov 2023 04:35 |
| Last Modified: | 11 Nov 2023 04:35 |
| URI: | http://eprints.ums.ac.id/id/eprint/118012 |
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