Peran Konten Viral dan Faktor-Faktor yang Mempengaruhi Keputusan Pembelian Konsumen pada Produk Elektronik di Tiktok
Keywords:
Konten Viral, Kredibilitas Influencer, Kepercayaan Konsumen, Keputusan Pembelian, TikTokAbstract
Penelitian ini bertujuan untuk mengkaji pengaruh Konten Viral, Kredibilitas Influencer, dan Kepercayaan Konsumen terhadap Keputusan Pembelian Konsumen pada Produk Elektronik di TikTok pada masyarakat Kota Tangerang Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei dan instrumen penelitian berupa kuesioner. Teknik pengambilan sampel menggunakan non-probability sampling dengan metode purposive sampling. Sampel dalam penelitian ini berjumlah 200 responden dengan kriteria masyarakat yang berdomisili di Kota Tangerang Selatan, memiliki akun TikTok, serta pernah melihat atau membeli produk elektronik melalui platform TikTok. Data yang diperoleh dianalisis menggunakan analisis regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa Konten Viral berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen pada produk elektronik di TikTok. Kredibilitas Influencer berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen. Kepercayaan Konsumen juga berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen. Selain itu, secara simultan Konten Viral, Kredibilitas Influencer, dan Kepercayaan Konsumen berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen pada produk elektronik di TikTok. Temuan penelitian ini menunjukkan bahwa semakin menarik dan viral suatu konten, semakin tinggi kredibilitas influencer yang mempromosikan produk, serta semakin besar tingkat kepercayaan konsumen, maka semakin tinggi pula kecenderungan konsumen untuk melakukan keputusan pembelian produk elektronik melalui TikTok.
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