RASTA, BERLINA BALQISTIAH (2024) KOMUNIKASI PERSUASIF DALAM FITUR TIKTOK LIVE STREAMING PADA PERILAKU IMPULSIVE BUYING GENERASI Z. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
Cover.pdf Download (2MB) |
|
Text (Bab1)
Bab 1.pdf Download (883kB) |
|
Text (Bab 2)
Bab 2.pdf Restricted to Registered users only until 10 July 2028. Download (733kB) |
|
Text (Bab 3)
Bab 3.pdf Restricted to Registered users only until 10 July 2028. Download (610kB) |
|
Text (Bab 4)
Bab 4.pdf Restricted to Registered users only until 10 July 2028. Download (759kB) |
|
Text (Bab 5)
Bab 5.pdf Download (495kB) |
|
Text (Dapus)
Dapus.pdf Download (506kB) |
|
Text (Lampiran)
Lampiran.pdf Restricted to Registered users only until 10 July 2028. Download (1MB) |
Abstract
TikTok live streaming feature is an effective two-way communication medium between buyers and sellers in the context of online marketing. Persuasive communication is the main key to influencing consumers to make purchasing decisions with deceptive strategies. Persuasive communication by live hosts needs to be supported by a high credibility component because it can have a greater influence on attitude change. The credibility indicators used in this study are source credibility (expertise, trustworthiness, attractiveness) and message credibility. Impulsive buying behavior is one form of consequence of attitude change. The purpose of this research is to find out how persuasive communication can lead to impulsive buying behavior in generation Z. The reason the author examines generation Z is because the group of generation Z is a group of people who are in the same age group. The reason the author examines generation Z is because this age group is a group that likes to shop online. This research uses descriptive qualitative method by conducting in-depth interviews with ten informants. The results of this study are 6 out of 10 informants classified as impulsive buying behavior with careful consideration (central route), and 4 out of 10 informants classified as impulsive buying behavior without thinking long (peripheral route) which focuses on things outside the message. Source credibility indicators, namely xii expertise, trustworthiness, attractiveness, and message credibility can lead to generation Z impulsive buying behavior. Keywords: Persuasive Communication, Live Streaming Credibility, Impulsive Buying Behavior
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce | ||||||||
| Depositing User: | Mujari Mujari | ||||||||
| Date Deposited: | 10 Jul 2024 04:43 | ||||||||
| Last Modified: | 10 Jul 2024 04:43 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/25717 |
Actions (login required)
 |
View Item |