Latifa, Lula Hauna and , Dr. Edy Purwo Saputro, S.E., M. Si (2026) Analisis Pengaruh @arthaadaa Sebagai Influencer Tiktok Terhadap Minat Beli Mahasiswa Universitas Muhammadiyah Surakarta Pada Produk Skintific Matte Cushion. Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
The growth of social media has driven changes in digital marketing strategies, one of which involves the use of influencers as promotional communicators. TikTok has emerged as an effective platform due to its wide reach and high level of audience engagement. One beauty brand employing this strategy is Skintific, which collaborates with TikTok influencers such as @arthaadaa. This study aims to analyze the influence of TikTok influencer @arthaadaa on the purchase intent of students at Muhammadiyah University of Surakarta. This study employs a quantitative, explanatory research design grounded in the Stimulus–Organism–Response (S–O–R) theory. Data were collected via a questionnaire administered to 100 respondents selected using purposive sampling. Data analysis used the Spearman correlation test because the data were not normally distributed. The results indicate a positive and significant relationship between the variables, with a correlation coefficient of 0.344 which falls into the low but definite category and a coefficient of determination of 11.8%. These findings support the S-O-R theory, which explains that the stimulus in the form of promotional content from @arthaadaa can influence the audience, thereby generating purchase interest.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Influencer, Purchase Interest, S – O – R Theory. |
| Subjects: | H Social Sciences > HE Communications H Social Sciences > HE Communications > Social Media |
| Divisions: | Fakultas Komunikasi dan Informatika > S1 Ilmu Komunikasi |
| Depositing User: | LULA HAUNA LATIFA |
| Date Deposited: | 11 May 2026 01:42 |
| Last Modified: | 11 May 2026 01:42 |
| URI: | http://eprints.ums.ac.id/id/eprint/144708 |
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