CD Skripsi

Pengaruh Electronic Word Of Mouth Terhadap Keputusan Pembelian Produk Erigo Melalui Tiktok Live Streaming Sebagai Variabel Mediasi

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ABSTRACT
THE EFFECT OF ELECTRONIC WORD OF MOUTH ON PURCHASE DECISIONS OF ERIGO PRODUCTS THROUGH TIKTOK LIVE STREAMING AS A MEDIATION VARIABLE
Alfahri Nanda Rayanaldi Tampubolon
Faculty of Social Science and Political Science University of Riau
[email protected]
Supervisor:
Dr. Ringgo Eldapi Yozani, M. I.Kom
TikTok Live Streaming is present as a new online shopping medium among the public at this time. The presence of TikTok Live Streaming is used by business people as a medium to market and sell their products. TikTok Live Streaming then facilitates Electronic Word of Mouth activities which have become a way for consumers to find information about the product they want. This study aims to examine the effect of e-WOM on purchasing decisions for Erigo products mediated by TikTok Live Streaming.
This study uses a quantitative explanatory approach with the Partial Least Square (PLS) method. Data analysis in this study used a PLS test tool with SmartPLS 3.0 software and used primary data sources. The population in this study were all viewers when the Erigo Live Shopping show was in progress. The data collection technique was carried out by distributing questionnaires using the accidental sampling method. Questionnaires that have been created through the Google form application are then distributed during Erigo Live Shopping shows by utilizing the TikTok Live chat feature and distributed via direct messages on TikTok social media to viewers of the ongoing Erigo Live Shopping shows.
The results of this study indicate that Electronic Word of Mouth has a positive and significant influence on TikTok Live Streaming of 81.2%. E-WOM also has a positive and significant influence on purchasing decisions for Erigo products by 29.3%. In addition, TikTok Live Streaming has a positive and significant influence on the Erigo product purchase decision of 43.2%. Finally, e-WOM has a positive and significant effect on the Purchase Decision variable mediated by TikTok Live Streaming of 35.1%. The conclusion of this study is that the TikTok Live Streaming variable has succeeded in carrying out its role in mediating the effect of e-WOM on the Purchase Decision of Erigo products with a pseudo mediation type

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1901112221

Penerbit

Pekanbaru : Universitas Riau - Fisipol - Ilmu Komunikasi., 2023

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1901112221

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

ILMU KOMUNIKASI

Info Detail Spesifik

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Pernyataan Tanggungjawab

TETHI

Versi lain/terkait

Lampiran Berkas

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