PENGARUH KOMUNIKASI PERSUASIF DAN KUALITAS INFORMASI MELALUI FITUR LIVE SHOPPING TIKTOK TERHADAP MINAT BELI PRODUK KECANTIKAN DAVIENA SKINCARE (STUDI PADA FOLLOWERS AKUN TIKTOK @MELVINAHUSYANTI96)

NINGRUM, YENSI MIGITA and Bafadhal, Oemar Madri and Adam, Ryan (2024) PENGARUH KOMUNIKASI PERSUASIF DAN KUALITAS INFORMASI MELALUI FITUR LIVE SHOPPING TIKTOK TERHADAP MINAT BELI PRODUK KECANTIKAN DAVIENA SKINCARE (STUDI PADA FOLLOWERS AKUN TIKTOK @MELVINAHUSYANTI96). Undergraduate thesis, Sriwijaya University.

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Abstract

This research aims to determine the influence of persuasive communication and information quality through TikTok live shopping on the interest in buying Daviena Skincare beauty products among @melvinahusyanti96 followers. The approach method used in this study is quantitative, with the IBM SPSS data processing application version 26. The number of samples in this study is 116 respondents with predetermined criteria. The results showed that the persuasive communication variable (X1) had a significant effect on the variability of buying interest (Y) with a significance value of 0.025 < 0.05. The information quality variable (X2) had a significant effect on the buying interest variable (Y) with a significance value of 0.000 < 0.05. Furthermore, the persuasive communication variable (X1) and the information quality variable (X2) simultaneously affected the interest in buying Daviena Skincare beauty products among TikTok followers @melvinahusyanti96 by 73.1% and 26.9% influenced by factors outside the study. With an f value calculated as 153.075. While the value of Sig. F < 0.05, it can be concluded that the persuasive communication variable and the quality of information have a significant effect on the purchase interest variable.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Komunikasi Persuasif, Kualitas Informasi, Live Shopping, Minat Beli, Daviena Skincare
Subjects: H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
H Social Sciences > HF Commerce > HF5717-5734.7 Business communication Including business report writing, business correspondence
H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions: 07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User: Yensi Migita Ningrum
Date Deposited: 20 Jan 2025 08:57
Last Modified: 20 Jan 2025 08:57
URI: http://repository.unsri.ac.id/id/eprint/165992

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