Pengaruh Terpaan Konten Tiktok #shopeehaul Terhadap Keputusan Pembelian Pada Mahasiswa Di Kota Pekanbaru

Salsabilla, Rahmi (2022) Pengaruh Terpaan Konten Tiktok #shopeehaul Terhadap Keputusan Pembelian Pada Mahasiswa Di Kota Pekanbaru. Other thesis, Universitas Islam Riau.

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Abstract

Changes in people's habits that occurred during the Covid-19 pandemic, both in terms of shopping, get entertainment, and interaction, have made the TikTok as a new trend that is of interest to all groups. Trends bring up various types of content, one of which is #shopeehaul content which contains product reviews from Shopee. This study aims to see how much influence exposure to TikTok #shopeehaul content has on purchasing decisions for students in Pekanbaru City. The research uses the S-O-R Theory to assume that stimulus (messages) given to an organism will cause a response. The research method used is quantitative with a sample of 100 people. Sampling was done by non-probability sampling method using the purposive sampling technique. Simple regression analysis was used to see the causal relationship in this study. The results showed that exposure to TikTok #shopeehaul content had a significant effect on purchasing decisions for students in Pekanbaru City. The development of the t-test in this study is 8,322 > 1,987, which means that H0 is rejected and Ha is accepted. The results of the correlation coefficient (R) of 0.643 indicate a strong and positive relationship between the two variables, and the coefficient of determination (R2) of 41.4% means that exposure to TikTok #shopeehaul content has an influence of 41.4% on purchasing decisions for students in Pekanbaru City is included in the moderate category, and the remaining 58.6% is influenced by other variables not included in this study.

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