Tuah, Alvin Balinga (2024) Pengaruh Fitur Live Streaming Tiktok, Fitur Tiktok Ads, dan Konten Promosi Kreatif di Tiktok terhadap Minat Beli Konsumen. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to understand and explain the influence of TikTok Live Streaming, TikTokAds, and creative Promotional Content on TikTok, simultaneously and partially, onconsumer purchase intention. The questionnaire distribution for this study will be conductedonline through social media platforms such as Instagram, Whatsapp, and Twitter to 100active users of the TikTok app. A purposive sampling approach was chosen for sampleselection, while the Lemeshow formula was applied to determine the sampling technique. A multiple linear regression analysis technique was used for data analysis. The findings ofthis study confirm that TikTok Live Streaming, TikTok Ads, and Creative Promotional Content have a significant and positive effect both together and individually on consumerpurchase intention. Among the three, Creative Promotional Content is dominant inincreasing consumer purchase desire. This study also uses a quatitative method of research which uses the data in the form of answers from respondents to be processed and analyzed using data processing software namely SPSS. Then the results of the dataanalysis will be published on the results page and discussion of the research and can beused as a reference for readers as well as subsequent researchers who want to make thisresearch as reference of the latest research. From the result of this study it can also beseen that this study gives results that is a positive and significant influence between thethree x variables on the y variable both simultaneously or individually and also there is oneof the x variables that is dominant influence on the y variable that is the content of the creative promotion variable that gives a dominant effect on the y variable or consumer interest in buying in this research.

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