PENGARUH ELECTRONIC WORD OF MOUTH MELALUI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA

AGUSTINA, AMELIA ANNISA and Koryati, Dewi (2024) PENGARUH ELECTRONIC WORD OF MOUTH MELALUI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

Developments in the field of information and communication technology are a phenomenon that triggers digital marketing. One of them is Electronic Word of Mouth through the TikTok platform which is developing rapidly and is much loved by the public so that it has become a forum for creative, effective and innovative Electronic Word of Mouth practices which are carried out to help potential consumers determine purchasing decisions. This research was conducted to determine the influence of Electronic Word of Mouth via the TikTok application on the purchasing decisions of Sriwijaya University Economics Education students. This research uses an experimental method in the form of Pre-Experiment Design which only uses one class or group which is carried out pre-test and post-test. For the experiment, researchers created a video content review of Azarine brand sunscreen products which was uploaded to TikTok social media before being given to respondents using the Economic Education Laboratory of FKIP Sriwijaya University as a content creation studio. The population in this study were all Economic Education students at Sriwijaya University class of 2021. The sample was taken using the Purposive Sampling method, with the criteria for respondents being students who have a personal TikTok account and watch video review content on TikTok before deciding to buy goods, with a total sample of 55 students. Data was collected through pretest and posttest questionnaires and interviews using Google Form as well as documentation, which has passed validity and reliability tests. Before testing the hypothesis, a prerequisite test for data normality was carried out and the results were that the data was normally distributed. The results of hypothesis testing show that t count is 81.11 > t table 1.674, with a differentiation coefficient of 99%, indicating that Electronic Word of Mouth has a significant influence on purchasing decisions. Thus, it is hoped that the influence of Electronic Word of Mouth through the TikTok application can help provide information in making wise purchasing decisions. Keywords : Electronic Word of Mouth, Video Content Reviews, TikTok, Purchase Decision.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Electronic Word of Mouth, Video Konten Review, TikTok, Keputusan Pembelian
Subjects:	L Education > LC Special aspects of education > LC65-67.68 Economic aspects of education
Divisions:	06-Faculty of Education and Educational Science > 87203-Economics Education (S1)
Depositing User:	Amelia Annisa Agustina
Date Deposited:	03 Jul 2024 07:55
Last Modified:	03 Jul 2024 07:55
URI:	http://repository.unsri.ac.id/id/eprint/149186

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