EFEKTIVITAS KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL TIKTOK TERHADAP TINGKAT KEPUTUSAN BERGABUNG PADA BISNIS MLM (MULTI-LEVEL MARKETING) (Studi Kasus pada Mahasiswa Jurusan Ilmu Komunikasi Universitas Sriwijaya)

SYAHRA, SA'ADAH and Sobri, Kiagus Muhammad and Adam, Ryan (2025) EFEKTIVITAS KOMUNIKASI PEMASARAN MELALUI MEDIA SOSIAL TIKTOK TERHADAP TINGKAT KEPUTUSAN BERGABUNG PADA BISNIS MLM (MULTI-LEVEL MARKETING) (Studi Kasus pada Mahasiswa Jurusan Ilmu Komunikasi Universitas Sriwijaya). Undergraduate thesis, Sriwijaya University.

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Abstract

The rise of marketing communication activities in Multi-Level Marketing businesses with promotional messages opening up job vacancies with easy conditions and very promising income on TikTok has made many users feel interested in applying for the business, without knowing that they will than be asked to look for new members to join in the business and not working according to the position applied for. This phenomenon is also felt by Comunication Science students at Sriwijaya University who are accustomed to using social media, whisch is one of the communication media in this current digital era. By conducting research on 53 respondents from active Communication Science Students at Sriwijaya University who had or currently joining the Multi-Level Business through promotional content that they see via TikTok, it can be concluded that marketing communication vide TikTok is effective in influencing student’s decision to join with path coeffient value: 0,838, T-Statistic: 54,690, and P-Values: 0,000.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Multi Level Marketing, Komunikasi Pemasaran, Media Sosial.
Subjects:	H Social Sciences > HF Commerce > HF5801-6182 Advertising
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Sa'adah Syahra
Date Deposited:	25 Jul 2025 03:54
Last Modified:	25 Jul 2025 03:54
URI:	http://repository.unsri.ac.id/id/eprint/179553

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