Skripsi

ENGARUH PESAN PROMOSI DI AKUN TIKTOK @EATSAMBEL TERHADAP MINAT BELI KONSUMEN

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This study discusses the influence of promotional messages on the TikTok account @eatsambel on consumer purchase interest. The background of this research is based on the increasing use of Tiktok as a creative and interactive promotional medium. The research question is: “How do promotional messages on TikTok influence consumers’ purchase interest in EatSambel products?” The objective is to find out how far promotional content on @eatsambel can affect consumer buying decisions. The method used in this study is quantitative with a survey technique. Data was collected through questionnaires distributed to 100 respondents who are active followers of the @eatsambel TikTok account and have made purchases. Data were analyzed using validity, reliability, correlation, and hypothesis testing with SPSS. The results show that promotional messages delivered in an attractive, clear, and credible way using suitable language styles have a significant impact on purchase interest. Elements such as visual appeal, humor, and emotional storytelling attract consumer attention and trigger purchase intentions. In conclusion, creative and interactive promotional messages on TikTok can effectively increase consumer interest in buying.

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Availability

Detail Information

Series Title

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Call Number

T1815422025

Publisher

Indralaya : Prodi Ilmu Komunikasi, Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sriwijaya., 2025

Collation

xi, 84 hlm.; ilus.; tab, 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

302.230 7

Content Type

Text

Media Type

unmediated

Carrier Type

other (computer)

Edition

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Subject(s)

Prodi Ilmu Komunikasi
Media Komunikasi, Media Massa

Specific Detail Info

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Statement of Responsibility

MURZ

Other version/related

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