PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PEMBELIAN IMPULSIF PADA APLIKASI TIKTOK (Analisa Regresi Sederhana Pada Pengguna TikTok Shop Generasi Z di D.I Yogyakarta)

Wulan Mailani, NIM.: 17107030140 (2023) PENGARUH ELECTRONIC WORD OF MOUTH TERHADAP PEMBELIAN IMPULSIF PADA APLIKASI TIKTOK (Analisa Regresi Sederhana Pada Pengguna TikTok Shop Generasi Z di D.I Yogyakarta). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

This research aims to determine the influence of Electronic Word of Mouth (e- WOM) on impulsif buying behavior in TikTok Shop among Generation Z in D.I Yogyakarta area. TikTok as a new form of social commerce, facilitates impulseive buying with high user and customer data. The method used in this research is quantitative, with a sampling technique of Non-Probability Sampling and researcher used purposive sampling.The study was conducted on 100 respondents who are TikTok users of Generation Z in D.I Yogyakarta area. Based on the results of the research, which were processed using SPSS, it was found that there is an influence of e-WOM on impulsif buying. This is evidenced by the hypothesis test that obtained a significance value of 0,000 less then 0,05 which means that Ho is rejected and Ha is accepted. The R square value obtained in the calculation is 0,242 indicating that 24,2% of impulsif buying is influenced by e-WOM, while the remaining 75,8% is influenced by other factors. The determination coefficient value is 774, which means that X value (e-WOM) increases by one unit, the Y value (impulse buying) will increase by 774 units. This research expects stakeholders related to impulsif buying behavior in TikTok, such as consumers and sellers to understand the influence of Electronic Word of Mouth on impulsif buying.

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