PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI MEDIA SOSIAL TIKTOK TERHADAP IMPULSE BUYING MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA

TASTI, ZAHRA and Deskoni, Deskoni (2024) PENGARUH ELECTRONIC WORD OF MOUTH (E-WOM) DI MEDIA SOSIAL TIKTOK TERHADAP IMPULSE BUYING MAHASISWA PENDIDIKAN EKONOMI UNIVERSITAS SRIWIJAYA. Undergraduate thesis, Sriwijaya University.

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Abstract

The development of information and communication technology in the modern era has triggered electronic word of mouth on TikTok social media as one of the most widely used social media that can stimulate students, thus causing impulse buying behavior. This study aims to prove the effect of electronic word of mouth on TikTok social media on impulse buying of Economics Education students at Sriwijaya University. The study uses a quantitative approach with an associative research method. The population in this study were students of Economics Education at Sriwijaya University, class of 2021. Sampling used a nonprobability sampling method, namely purposive sampling, with the criteria for respondents being students who have and use TikTok social media accounts, so that the number of samples was 72 students. Data collection techniques were questionnaires and documentation, the validity test of the questionnaire instrument used the product moment formula and reliability using Cronbach's alpha. The data analysis method used normality, linearity and hypothesis testing. The results of the study indicate that there is an influence of electronic word of mouth on TikTok social media on impulse buying of students of Economics Education, Sriwijaya University class of 2021 with the results of the partial hypothesis test (t-test) namely thitung 4.8251 ≥ ttabel 1.99444 then Ho is rejected and Ha is accepted. The results of the determinant coefficient show that students' impulse buying is influenced by electronic word of mouth on TikTok social media by 24.95% while the rest is influenced by other variables not examined in this study. Students are expected to be more rational in making purchases by considering the priority of needs, not just desires. Keywords : electronic word of mouth, social media tiktok, impulse buying

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	electronic word of mouth, social media tiktok, impulse buying
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:	Zahra Tasti
Date Deposited:	09 Jan 2025 06:35
Last Modified:	09 Jan 2025 06:35
URI:	http://repository.unsri.ac.id/id/eprint/162968

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