dc.contributor.advisor | Ermawati, Wita Juwita | |
dc.contributor.author | Cahyaningtyas, Erri Utami | |
dc.date.accessioned | 2023-10-19T00:18:58Z | |
dc.date.available | 2023-10-19T00:18:58Z | |
dc.date.issued | 2023 | |
dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/126917 | |
dc.description.abstract | Perkembangan dunia digital memunculkan media sosial yang memungkinkan
penggunanya untuk melakukan transaksi di dalamnya, salah satunya social
commerce TikTok. Digitalisasi mempercepat transformasi digital terutama dalam
digital marketing. UMKM sebagai penyumbang PDB terbesar dalam skala
internasional khususnya sektor Ekonomi Kreatif dengan sub sektor utama bidang
fashion perlu diperhatikan perkembangannya karena potensial. Di samping
pesatnya perkembangan digitalisasi, sebagian besar pelaku UMKM belum masuk
dalam sistem digital. Penelitian ini bertujuan untuk menganalisis pengaruh short
video marketing terhadap consumer brand attitude serta pengaruh consumer brand
attitude dan live streaming terhadap purchase intention UMKM sektor fashion pada
social commerce TikTok. Metode penarikan sampel dengan purposive sampling
dan jumlah sampel yang digunakan sebesar 170 responden. Analisis data
menggunakan analisis deskriptif dan Structural Equation Modeling (SEM) – PLS.
Hasil pengujian membuktikan bahwa short video marketing memiliki pengaruh
yang signifikan dan positif terhadap consumer brand attitude. Consumer brand
attitude dan live streaming juga memiliki pengaruh yang signifikan dan positif
terhadap purchase intention. | id |
dc.description.abstract | The development of the digital world gave rise to social media that allowed users
to make transactions on it, one of which was social commerce TikTok.
Digitalization accelerated digital transformation, especially in digital marketing.
MSMEs, as the largest PDB contributor, especially the Creative Economy sector
with the main sub-sector in fashion, needed to pay attention to development because
of potential. Despite the rapid development of digitization, most MSMEs had not
yet entered the digital system. This study aimed to analyze the effect of short video
marketing on consumer brand attitudes and the influence of consumer brand
attitudes and live streaming on the purchase intention of SMEs in the fashion sector
on TikTok social commerce. The sampling method was purposive sampling, and
the number of samples used was 170 respondents. Data analysis used descriptive
analysis and Structural Equation Modeling (SEM) - PLS. The test results proved
that short video marketing had a significant and positive effect on consumer brand
attitudes. Consumer brand attitude and live streaming also had a significant and
positive influence on purchase intention. | id |
dc.language.iso | id | id |
dc.publisher | IPB University | id |
dc.title | Pengaruh Short Video Marketing dan Live Streaming terhadap Purchase Intention pada Social Commerce TikTok UMKM Sektor Fashion | id |
dc.title.alternative | The Effect of Short Video Marketing and Live Streaming on Purchase Intention on Social Commerce TikTok MSME Fashion Sector | id |
dc.type | Undergraduate Thesis | id |
dc.subject.keyword | Consumer brand attitude | id |
dc.subject.keyword | live streaming | id |
dc.subject.keyword | purchase intention | id |
dc.subject.keyword | SEM-PLS | id |
dc.subject.keyword | short video marketing | id |