Pengaruh Media Sosial Marketing Tiktok Terhadap Minat Beli Online di Shopee

Frida Eka Setianingsih; Fauzan Aziz

doi:10.14710/jab.v11i2.42602

DOI: https://doi.org/10.14710/jab.v11i2.42602

Pengaruh Media Sosial Marketing Tiktok Terhadap Minat Beli Online di Shopee

*Frida Eka Setianingsih - Faculty of Communication & Business, Kawasan Pendidikan Telkom, Jl. Telekomunikasi No. 1, Sukapura, Kec. Dayeuhkolot, Bandung, Indonesia 40267, Indonesia

Fauzan Aziz - Faculty of Communication & Business, Kawasan Pendidikan Telkom, Jl. Telekomunikasi No. 1, Sukapura, Kec. Dayeuhkolot, Bandung, Indonesia 40267, Indonesia

Received: 12 Nov 2021; Revised: 13 Sep 2022; Accepted: 20 Sep 2022; Available online: 1 Oct 2022; Published: 30 Sep 2022.

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Abstract

This study aims to determine how social media marketing has an impact on Tiktok users' interest in online purchasing at Shopee. The approach involves descriptive and causal quantitative research with SMART PLS 3.0 analysis. Users of the TikTok and Shopee apps made up the study's population. method Sampling is a non-probability sampling with as many as 400 responses from purposive sampling kinds. The outcomes show that TikTok social media marketing has a good and significant impact on shopee users' interest in online purchasing.

Penelitian ini bertujuan untuk mengetahui pengaruh social media marketing terhadap minat pengguna Tiktok melakukan pembelian online di Shopee. Pendekatan yang digunakan adalah penelitian kuantitatif jenis deskriptif dan kausal dengan analisis SMART PLS 3.0. Pengguna aplikasi TikTok dan Shopee merupakan populasi penelitian. Metode Pengambilan sampel adalah non-probability sampling dengan sebanyak 400 tanggapan dari jenis purposive sampling. Hasil penelitian menunjukkan bahwa social media marketing TikTok berpengaruh baik dan signifikan terhadap minat beli online pengguna shopee

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Keywords: Buying Interest; Minat Beli; Sosial Media Marketing

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In Vol 11, No 2 (2022)

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