Arganatha, Vivandha (2026) PENGARUH ENGAGEMENT TIKTOK DAN MINAT BELI AUDIENS TERHADAP PENJUALAN PRODUK "MOCHIO" DI KOTA MADIUN. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Social media is a new form of media that utilizes internet technology to enable the rapid, interactive, and dynamic dissemination of information. A key indicator of social media utilization is its role as a digital marketing tool, or Engagement, through active audience involvement in the content displayed. Engagement reflects the audience's level of interest and affinity for the message, making it a crucial element in building relationships between brands and consumers in today's digital age. This study aims to determine the relationship between TikTok Engagement and audience purchase intention regarding "Mochio" productsales in Madiun City. This study used a quantitative approach with an associative method to examine the relationship between the variables studied. Data collection was conducted by distributing a Likert-scale questionnaire to 96 respondents selected using a purposive sampling technique. Quantitative research results show that TikTok Engagement significantly correlates with audience purchase intention and Mochio product sales in Madiun City. High Engagement rates, reflected in the frequency of content viewing, likes, comments, and shares, contribute to increased audience interest and desire to try and purchase the product. Based on the research results, it can be concluded that utilizing TikTok as a digital marketing medium, managed creatively, consistently, and relevantly to the audience, can increase Engagement and purchase intention, ultimately positively impacting product sales. Therefore, Engagement plays a role as a bridge between digital promotional activities and purchasing decisions.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Communication | ||||||||
| Depositing User: | Vivandha Vivandha Setya | ||||||||
| Date Deposited: | 02 Apr 2026 03:28 | ||||||||
| Last Modified: | 07 Apr 2026 06:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/50380 |
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