PENGARUH PESAN PROMOSI DI AKUN TIKTOK @EATSAMBEL TERHADAP MINAT BELI KONSUMEN

PUSPITO, DEWA and Mutiah, Mutiah and Adam, Ryan (2025) PENGARUH PESAN PROMOSI DI AKUN TIKTOK @EATSAMBEL TERHADAP MINAT BELI KONSUMEN. Undergraduate thesis, Sriwijaya University.

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Abstract

This study discusses the influence of promotional messages on the TikTok account @eatsambel on consumer purchase interest. The background of this research is based on the increasing use of Tiktok as a creative and interactive promotional medium. The research question is: “How do promotional messages on TikTok influence consumers’ purchase interest in EatSambel products?” The objective is to find out how far promotional content on @eatsambel can affect consumer buying decisions. The method used in this study is quantitative with a survey technique. Data was collected through questionnaires distributed to 100 respondents who are active followers of the @eatsambel TikTok account and have made purchases. Data were analyzed using validity, reliability, correlation, and hypothesis testing with SPSS. The results show that promotional messages delivered in an attractive, clear, and credible way using suitable language styles have a significant impact on purchase interest. Elements such as visual appeal, humor, and emotional storytelling attract consumer attention and trigger purchase intentions. In conclusion, creative and interactive promotional messages on TikTok can effectively increase consumer interest in buying.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	PENGARUH PESAN PROMOSI,MINAT BELI
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory > HB601 Profit H Social Sciences > HB Economic Theory > HB615-715 Entrepreneurship. Risk and uncertainty. Property
Divisions:	07-Faculty of Social and Politic Science > 70201-Communication Science (S1)
Depositing User:	Dewa Puspito
Date Deposited:	30 Jul 2025 01:27
Last Modified:	30 Jul 2025 01:27
URI:	http://repository.unsri.ac.id/id/eprint/181542

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