CD Skripsi

Pengaruh Kredibilitas Sashfir Sebagai Influencer Di Tiktok Terhadap Minat Beli Produk Lafiye

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The rapid development of social media has fundamentally changed the way people communicate, interact, and share information. Among the various platforms available, TikTok has emerged as a highly effective marketing tool, especially for products like Lafiye, which leverages the power of influencers like Sashfir. Through creative content uploaded by Sashfir on their personal TikTok account, Lafiye has successfully reached a wider audience. In this context, influencer credibility is crucial in influencing purchase intention. This research aims to determine the extent to which Sashfir's credibility as an influencer on TikTok affects the purchase intention of Lafiye products among active followers of the @sashfir TikTok account.
This research employs a quantitative research method. The data collection technique used is a questionnaire. The questionnaire was distributed online in the form of a Google Form. The population of this study is the followers of the @sashfir TikTok account, which totals 789,600. Using the Slovin formula, a sample of 400 people was obtained. Furthermore, the sampling technique used in this research is probability sampling.
The results of this study indicate that Sashfir as an influencer on TikTok has an influence on the purchase intention of Lafiye products. Based on the research results, the coefficient of determination (R square) obtained is 0.736 or 73.6%, which means that the influence of the independent variable on the dependent variable is 73.6%, which is categorized as strong (with a coefficient interval of 60% - 79.99%). Meanwhile, the remaining 26.4% is influenced by other variables not included in this study.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101124890

Penerbit

Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101124890

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

Mutia

Versi lain/terkait

Lampiran Berkas

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