Image of Pengaruh Sosial Media Marketing Melalui Fitur Keranjang Kuning Pada Akun Tiktok @Sukmaasuk Terhadap Keputusan Pembelian Followers Produk Lifestyle Wanita
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Pengaruh Sosial Media Marketing Melalui Fitur Keranjang Kuning Pada Akun Tiktok @Sukmaasuk Terhadap Keputusan Pembelian Followers Produk Lifestyle Wanita

On the TikTok app, the Yellow Cart feature is utilized by sellers and influencers to market products On the TikTok app, digital marketing is done by influencers through short videos and live broadcasts on their accounts. Collaboration with influencers can help brands reach a wider audience and build trust. This theory uses Stimulus- Response theory and also New Media Theory. This study aims to analyse the effect of social media marketing through the yellow basket feature on the TikTok @sukmaasuk account on consumer purchasing decisions for women's lifestyle products. This theory uses Stimulus- Response theory and also New Media Theory.
This research is a quantitative study with a questionnaire as the main instrument in data collection. The research population is followers of the TikTok @sukmaasuk account. The sample in this study was carried out by sampling technique. In determining the sample using the Slovin formula with the number of respondents as many as 204 respondents using non-probability sampling techniques with incidental sampling. This research was processed and analysed using the IBM SPSS Version 26 program.
The results showed that Social Media Marketing has an influence of 78.6% on purchasing decisions, which is included in the high category. This study explores the impact of the yellow basket feature on TikTok on purchasing decisions for women's lifestyle products by followers of the @Sukmaasuk account. This feature allows direct integration between video content and e-commerce, which makes it easier for users to access products with just one click. The results show that this feature has a significant effect on followers' purchase intention, with a significant value of 0.000 and a t-statistic of 26.954, confirming its effectiveness in digital marketing strategies.

Ketersediaan
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Perpustakaan Universitas Riau 2001136372
2001136372
Tersedia
Informasi Detail
Judul Seri
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No. Panggil
2001136372
Penerbit
Pekanbaru : Universitas Riau FISIPOL Ilmu Komunikasi.,
Deskripsi Fisik
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Bahasa
Indonesia
ISBN/ISSN
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Klasifikasi
2001136372
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
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Tidak tersedia versi lain

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