Rahmatusahada, Amalia and , Dr. Edy Purwo Saputro, S.E., M.Si. (2024) Pengaruh Terpaan Konten #Racunshopee Di Media Sosial Tiktok Terhadap Impulsive Buying Dengan Daya Tarik Sebagai Variabel Mediasi (Studi Pada Mahasiswa Ilmu Komunikasi Angkatan 2020). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
Technological advances in the form of the internet is now a key component of many aspects of human life. Including the integrated marketing communications sector. This study examines how exposure to marketing content on TikTok, with the hashtag #racunshopee impacts generation Z's impulse buying behavior. This interesting and informative content often encourages users to make purchases without careful consideration. In this study, attractiveness is used as a mediating variable to test the extent to which #racunshopee content is able to attract attention and influence audience behavior, thus encouraging them to make impulse purchases. The objective of this research is to how illustrate how #racunshopee content on TikTok, with attractiveness as a mediating variable, is able to attract attention and influence viewers' behavior, thus encouraging them to make impulse purchases. This research utilizes a questionnaire based quantitative methodology as a research tool. The sampling methode employed is non-probabilistic sampling. In measuring the questionnaire using a score of 1-5, from strongly disagree to strongly agree. Then processed using SPSS 27 to process all tests. The findings of this research indicate that all hypotheses proposed are accepted. Where attractiveness mediates the influence between #racunshopee content on impulsive buying. This research suggests brand owners to optimize their social media content, especially on TikTok. Interesting, entertaining and innovative content can increase audience attention. A focus on content uniqueness can mediate the effect of content attractiveness on impulse buying. Therefore, brand owners should consider ways to improve and create uniqueness of their content.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | komunikasi pemasaran terpadu, komunikasi persuasif, konten, impulsive buying, daya tarik |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Media Massa |
| Divisions: | Fakultas Ilmu Komunikasi dan Informatika > Ilmu Komunikasi |
| Depositing User: | AMALIA RAHMATUSAHADA |
| Date Deposited: | 15 Nov 2024 03:51 |
| Last Modified: | 15 Nov 2024 03:51 |
| URI: | http://eprints.ums.ac.id/id/eprint/128617 |
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