Namira, Siti (2023) Pengaruh Konten Pemasaran Akun @natasha.surya Terhadap Minat Beli Pada Pengguna Aplikasi Tiktok. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine how much influence marketing content by the @natasha.surya account has on buying interest in TikTok application users, especially followers of the @natasha.surya account. TikTok is an application that can be used to create short videos for its users. Launched in 2016, TikTok has developed to become one of the most popular applications in Indonesia. Natasha Surya is a TikTok content creator who often provides product review content on the TikTok application. In this study, there are two variables studied, namely variable X in the form of marketing content and variable Y in the form of buying interest. The research method used is the quantitative method and the sampling technique uses the slovin formula so that the number of samples obtained is 100 respondents. The questionnaire was used as a research instrument and was processed using the SPSS version 23.0 application. The results of this study show ?? rejected and ?? accepted, which means that there is an effect of the marketing content of the @natasha.surya account on buying interest in using the TikTok application, and the determinant test shows that there is a 58.6% influence of the marketing content of the account @natasha.surya on buying interest in users of the TikTok application.

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