Abstract

ABSTRAK Aplikasi Tik Tok dan Instagram dapat dijadikan sebagai media promosi. Permasalahan yang diteliti adalah apakah penggunaan aplikasi Tik Tok dan Instagram secara parsial berpengaruh positif dan signifkan terhadap minat beli produk Scarlet Whitening. Tujuannya untuk mengetahui signifikansi pengaruh penggunaan aplikasi Tik Tok dan Instagram terhadap minat beli konsumen pada produk Scarlet Whitening. Populasinya adalah mahasiswa Fakultas Ekonomi dan Bisnis, Universitas Wijaya Kusuma Surabaya, sedangkan penentuan sampelnya menggunakan purposive sampling. Jumlah sampel sebanyak 100 responden. Jenis penelitiannya adalah eksplanatori dan pendekatannya secara kuantitatif. Variabel bebas yang diteliti yaitu aplikasi Tik Tok dan aplikasi Instagram , sedangkan yang menjadi variabel terikat adalah minat beli. Data dikumpulkan melalui penyebaran kuesioner. Analisisnya menggunakan regresi linier berganda dan uji t. Hasilnya adalah penggunaan aplikasi Tik Tok dan Instagram sebagai media promosi secara parsial berpengaruh positif dan signifikan terhadap minat beli produk Scarlet Whitening pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Wijaya Kusuma Surabaya. Kata kunci: Aplikasi Tik Tok, Aplikasi Instagram, Media Promosi, Minat Beli ABSTRACT Tik Tok and Instagram applications can be used as promotional media. The problem studied is whether the use of the Tik Tok and Instagram applications partially has a positive and significant effect on buying Scarlet Whitening products. The purpose of this study was to determine the significance of the effect of using the Tik Tok and Instagram applications on consumer buying interest in Scarlet Whitening products. The population is students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya, while determining the sample using purposive sampling. The number of samples is 100 respondents. The type of research is explanatory and the approach is quantitative. The variables that can be studied are the Tik Tok application and the Instagram application, while the variable that becomes the variable is buying interest. Data were collected through the distribution of questionnaires. The analysis uses multiple linear regression and t test. The result is that the use of Tik Tok and Instagram applications as promotional media partially has a positive and significant effect on buying interest in Scarlet Whitening products in students of the Faculty of Economics and Business, Wijaya Kusuma University, Surabaya. Keywords: Tik Tok Application, Instagram Application, Promotional Media, Buying Interest

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