PENGARUH SOCIAL MEDIA MARKETING TERHADAP MINAT BELI

Haura Huriyah Hanin, NIM. 17107030003 (2021) PENGARUH SOCIAL MEDIA MARKETING TERHADAP MINAT BELI. Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

As social media becomes a defining technology of our time, the using of traditional marketing has become less favorable. With everything appears digital, there is a massive potential audience in the virtual than physical world. Subsequently, marketing strategy has also began a constructivist turn—going into online mainstream. Across social media platforms, Tik Tok—Chinese owned video-focused social networking service—nowadays becomes popular platform for marketing purpose. With 10 million active users in Indonesia, Tik Tok is owning the hearts for marketing campaign which at relatively low cost, it could reach a large number of audiences. This paper will focus on Tik Tok user @dsaviorofficial—officially owned by a beauty product company D’savior—to see the potency of the Tik Tok marketing to reach expected buyers. By drawing on Ecology Media Theory as academic literature with focused on quantitative method through Probability Sampling, the result identifies a positive and significant outcome between the use of social media marketing and buying interest. From the data collected, it showed 56.9% of the influence of using Tik Tok from the @dsaviofficial account to attract buyers. This paper finally concludes the effectiveness of Tik Tok used by the company as social media marketing platform to generate buying interest from its followers.

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