PENGARUH INTENSITAS PENGGUNAAN FITUR TIKTOK SHOP TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z (Studi di Desa Batu Ampar Baru Kabupaten Ogan Komering Ilir)

CHARLA, UNI and Isyanawulan, Gita (2023) PENGARUH INTENSITAS PENGGUNAAN FITUR TIKTOK SHOP TERHADAP PERILAKU KONSUMTIF PADA GENERASI Z (Studi di Desa Batu Ampar Baru Kabupaten Ogan Komering Ilir). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine and measure the effect of using the TikTok shop feature on consumptive behavior in generation Z. The method used in this study is a quantitative research method with associative research characteristics. The uses and effects theory of Sven Windahl (1979) is the theory used in this study, which states that needs are only one of the factors that cause media use. In this study, data were obtained by distributing research questionnaires to 80 informants who met the criteria. The results of this study indicate that there is a positive correlation and significance between the intensity of using the TikTok shop feature on consumptive behavior in generation Z with the results of the Pearson Product Moment hypothesis test (rcount) of 0.500 which is greater than rtable (0.220) with a significance of 0.05 and the results tcount > ttable or 5.099 > 1.990. Then it is known that the percentage of the intensity of the influence of the use of the TikTok feature on consumptive behavior in generation Z is by calculating the coefficient of determination (R2) which is to obtain a result of 25% which means that 25% of consumptive behavior is determined by the intensity of the use of the TikTok shop feature and 75% is determined by other factors. Keyword: Intensity, TikTok Shop Features, Consumptive Behavior, Generation Z

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Intensitas, Fitur TikTok Shop, Perilaku Konsumtif, Generasi Z
Subjects:	H Social Sciences > HM Sociology > HM(1)-1281 Sociology
Divisions:	07-Faculty of Social and Politic Science > 69201-Sociology (S1)
Depositing User:	Uni Charla
Date Deposited:	17 May 2023 04:59
Last Modified:	17 May 2023 04:59
URI:	http://repository.unsri.ac.id/id/eprint/103597

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