CD Skripsi

Pengaruh Tiktok Shop Terhadap Motif Belanja Mahasiswa Universitas Islam Riau

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ABSTRACT
THE INFLUENCE OF TIKTOK SHOP ON SHOPPING MOTIVES OF RIAU ISLAMIC UNIVERSITY STUDENTS
By : Bela Marbun
Counselor : Dr. Anuar Rasyid, S.Sos, M.Si
The more advanced information is certainly accompanied by advances in technology. Currently, smartphones are a basic need in all walks of life, from the young to the old. Smartphones also allow users to access various social media. One of the leading social media on people's smartphones today is TikTok. TikTok is a video sharing application that lasts 15-60 seconds with unique and interesting features, one of which is the TikTok shop feature. With the presence of the TikTok shop feature, the TikTok application is increasingly loved by many people because it is considered a multifunctional platform. TikTok Shop is a buying and selling feature where sellers market their products through online shops (online shops) which are selling products via the internet. One form of interactive marketing has become a shopping trend among adults. The stimulus response theory states that communication is a very simple action-reaction process, which is a classic theory regarding the process of the occurrence of very influential mass media effects. The purpose of this study was to find out whether there is an effect of the TikTok Shop on the shopping motives of Riau Islamic University students.
The method used in this research is descriptive quantitative method. This study collects data using google forms and documentation. The location of this study was at Riau Islamic University with a total sample of 100 respondents using a random sampling technique. To determine the relationship between variables, researchers used simple linear regression analysis. While the questionnaire for processing test data was carried out using Windows version 23 Statistical Product And Service Solutions (SPSS).
The results of this study were obtained based on simple linear regression, the regression coefficient Y = 2.821 + 0.270X constant number (a) of 2.821 and the coefficient of shopping motive variable of 0.270 with t-count = 5,500 > t-table = 0.344 and sig is 0.000 < 0.05. While the results of the determination test obtained 49.4%. Which means that there is a moderate influence from TikTok Shop on the shopping motives of Riau Islamic University students. While the remaining 50.6% is influenced by factors outside this study.
Keywords: Social Media, TikTok Shop, Shopping Motives

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

1601111278

Penerbit

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

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

1601111278

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

TIAR

Versi lain/terkait

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