relation: https://digilib.uin-suka.ac.id/id/eprint/77765/
title: PENGARUH E-WOM DAN MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (SURVEI PADA PEMBELIAN PRODUK HANASUI OLEH FOLLOWER AKUN TIKTOK @DOKTERDETEKTIF)
creator: Siti Andina ‘Aisyah, NIM.: 22107030122
subject: 153.6 Psikologi Komunikasi
description: The rapid expansion of publication media among the public has had a  considerable impact on society. TikTok has become one of the population’s favorite  platforms. Moreover, this development has changed the way information spreads  from word of mouth to electronic word of mouth. Influencers consistently have the  power to motivate consumers; one example is the account dokterdetektif, whose  review of Hanasui products became a trending topic among the public. This study  uses a quantitative method with an explanatory approach. The theory used in this  research is the elaboration likelihood model proposed by Richard Petty and John  Cacioppo. This theory states that the processing of a message in communication  depends on the time and how consumers become interested, or conversely,  uninterested. The respondents in this study were 100 followers of the TikTok  account @dokterdetektif. The study employed multiple linear regression with  probability sampling using the simple random sampling method. This study  employed a 95% confidence level. Based on the statistical reference values, the  critical value for the t-test at a significance level of 0.05 was 1.660, while the critical  value for the F-test with df1 = 2 and df2 = 97 at the same significance level was  3.09. The results show that electronic word of mouth and consumer motivation  together influence purchase decisions, accounting for 74.9% in the data test.  Further, the partial effect of electronic word of mouth on purchase decisions was  34.8%, while the effect of consumer motivation on purchase decisions was 40.6%.
date: 2026-06-09
type: Thesis
type: NonPeerReviewed
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/77765/1/22107030056_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
format: text
language: id
identifier: https://digilib.uin-suka.ac.id/id/eprint/77765/2/22107030056_BAB-II_sampai_SEBELUM-BAB-TERAKHIR.pdf
identifier:   Siti Andina ‘Aisyah, NIM.: 22107030122  (2026) PENGARUH E-WOM DAN MOTIVASI KONSUMEN TERHADAP KEPUTUSAN PEMBELIAN DI TIKTOK (SURVEI PADA PEMBELIAN PRODUK HANASUI OLEH FOLLOWER AKUN TIKTOK @DOKTERDETEKTIF).  Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.