Annisa Nabila, Bella (2024) PENGARUH TERPAAN KONTEN TIKTOK FASHION HAUL PADA AKUN @HELLOMONCUS TERHADAP PERILAKU IMPULSIVE BUYING (Studi Deskriptif Kuantitatif pada Remaja Perempuan di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The emergence of TikTok in social life makes it easier for people to access and obtain information via their smartphones. Without realizing it, every day people are hit by thousands of content with various forms, ideas and presentations that appear on their homepage. It is not surprising that the development of social media has given birth to many online shopping platforms which make people buy products in a hurry without planning the purchase in advance, a phenomenon known as "Impulsive Buying". This research uses the basic concept of a theoretical model, namely that the communicant receives and feels as soon as possible, guided by the effects of mass media. This type of research is quantitative using correlation coefficient analysis and simple linear regression analysis to look for the influence between the two variables, namely exposure to TikTok fashion haul content (variable x) and impulsive buying behavior (variable y). The location chosen was Surabaya City using primary and secondary data sources which had a total of 100 female adolescent respondents. The results of this research show that there is an influence between the two dependent and independent variables with a Pearson correlation value of 0.601 with a sig. (2-tailed) 0.000 and from the results of the simple linear regression analysis carried out, it can be seen that there is an equation Y = 47,668 + 0.204X, which means that there is an influence from exposure to TikTok fashion haul content on the impulsive buying behavior of female teenagers in the city of Surabaya. The direction of the relationship between the two is one direction and is positive, where if exposure to TikTok fashion haul content increases, then impulsive buying behavior also increases and vice versa.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Bella Annisa Nabila | ||||||||
| Date Deposited: | 19 Jan 2024 06:26 | ||||||||
| Last Modified: | 19 Jan 2024 06:26 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/20187 |
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