Pengaruh Terpaan Konten Tiktok Produk Snacktok Terhadap Keputusan Pembelian Produk

Hasna, Safira Laili and , Drs. Joko Sutarso, S.E.,M.Si (2024) Pengaruh Terpaan Konten Tiktok Produk Snacktok Terhadap Keputusan Pembelian Produk. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Content exposure is the background to increased sales of a product. Bassed on the result of previous research, it is known that media exposure can influence purchasing decisions. So, based on these facts, researchers want to examine the influence and impact of exposure to snacktok product content from the @bittersweetbynajla account on purchasing decisions. This research focuses on the S-O-R (Stimulus-Organism-Response). theory, namely a theory that provides an explanation of the interrelationship of effects that arise due to the presence of a stimulus. The method in this research uses an explanatory quantitative approach which aims to test and investigate whether there is a relationship between variables, by collecting data using a questionnaire using Google forms. The sample from this research is teenagers in the city of Solo who are active on tiktol, follow the tiktok account @bittersweetbynajla, know about or are exposed to snacktok product content on the bittersweet by najla account. The research result show that exposure to snacktok product content has an influence of 27,8%

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	media exposure, Tiktok, purchasing decision
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HE Communications
Divisions:	Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi
Depositing User:	SAFIRA LAILI HASNA
Date Deposited:	24 Aug 2024 02:16
Last Modified:	24 Aug 2024 02:16
URI:	http://eprints.ums.ac.id/id/eprint/127840

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