Skripsi

PENGARUH ELECTRONIC WORD OF MOUTH MELALUI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA

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Penilaian

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Developments in the field of information and communication technology are a phenomenon that triggers digital marketing. One of them is Electronic Word of Mouth through the TikTok platform which is developing rapidly and is much loved by the public so that it has become a forum for creative, effective and innovative Electronic Word of Mouth practices which are carried out to help potential consumers determine purchasing decisions. This research was conducted to determine the influence of Electronic Word of Mouth via the TikTok application on the purchasing decisions of Sriwijaya University Economics Education students. This research uses an experimental method in the form of Pre-Experiment Design which only uses one class or group which is carried out pre-test and post-test. For the experiment, researchers created a video content review of Azarine brand sunscreen products which was uploaded to TikTok social media before being given to respondents using the Economic Education Laboratory of FKIP Sriwijaya University as a content creation studio. The population in this study were all Economic Education students at Sriwijaya University class of 2021. The sample was taken using the Purposive Sampling method, with the criteria for respondents being students who have a personal TikTok account and watch video review content on TikTok before deciding to buy goods, with a total sample of 55 students. Data was collected through pretest and posttest questionnaires and interviews using Google Form as well as documentation, which has passed validity and reliability tests. Before testing the hypothesis, a prerequisite test for data normality was carried out and the results were that the data was normally distributed. The results of hypothesis testing show that t count is 81.11 > t table 1.674, with a differentiation coefficient of 99%, indicating that Electronic Word of Mouth has a significant influence on purchasing decisions. Thus, it is hoped that the influence of Electronic Word of Mouth through the TikTok application can help provide information in making wise purchasing decisions. Keywords : Electronic Word of Mouth, Video Content Reviews, TikTok, Purchase Decision.

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Availability

Inventory Code	Barcode	Call Number	Location	Status
2407003953	T149186	T1491862024	Central Library (Reference)	Available but not for loan - Not for Loan

Detail Information

Series Title

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Call Number

T1491862024

Publisher

Indralaya : Prodi Pendidikan Ekonomi, Fakultas Keguruan dan Ilmu Pendidikan Universitas Sriwijaya., 2024

Collation

vi, 110 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

370.150 7

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

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Subject(s)

Prodi Pendidikan Ekonomi
Aplikasi Tik Tok

Specific Detail Info

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Statement of Responsibility

KA

Other version/related

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