Analisis Peran Live Streaming Dan User Generated Content Tiktok Terhadap Marketing Entertainment Products Untuk Generasi Z Di Kecamatan Medan Tuntungan

Abstract

Tujuan dari penelitian ini adalah untuk menjelaskan "Analisis peran live streaming dan user generated content tiktok terhadap marketing entertainment products pada generasi z di kecamatan medan tuntungan.pendekatan yang diterapkan pada analisis sata adalah regresi berganda dan Statistik deskriptif. Jumlah sampel yang didapatkan berdasarkan rumus slovin sebesar 99 responden. Hasil penelitiannya yaitu bahwa 1. variabel live streaming (X1) 1,829 > 1,660 dan nilai Sig sebesar 0,071, > 0,05. Maka, H1 diterima, yang menyatakan bahwa “live streaming memiliki dampak positif tetapi tidak signifikan terhadap Marketing Entertainment Products”, 2. variabel user generated content (X2) 4,207 > 1,660, sementara nilai Sig tercatat 0,000 < 0,05. Oleh karena itu, H2 diterima, yang menunjukkan bahwa “user generated content memiliki pengaruh positif dan signifikan terhadap Marketing Entertainment Products”, 3. F hitung 32,190 F tabel 3,09 dan nilai Sig 0,000 0,05 menunjukkan bahwa live streaming (X1) dan user generated content (X2) memberikan pengaruh positif dan signifikan terhadap Marketing Entertainment Products (Y), sehingga H3 diterima. adjusted R-square adalah sekitar 0,389 atau 38,9%. Ini menunjukkan bahwa faktor live streaming (X1) dan user generated content (X2) mempengaruhi Marketing Entertainment Products (Y) sebesar 38,9%. Sementara itu, faktor lain yang tidak dianalisis dalam penelitian ini memberikan pengaruh sebesar 61,1%. The purpose of this study was to analyze the roles of live streaming and usergenerated content on TikTok in marketing entertainment products to Generation Z in the Medan Tuntungan sub-district. The data analysis utilized multiple regression and descriptive statistics. Based on the Slovin formula, a sample of 99 respondents was obtained. The findings of the study are as follows: 1. The live streaming variable (X1) produced a value of 1.829, which is greater than 1.660, with a significance (Sig) value of 0.071 (greater than 0.05). Thus, H1 is accepted, indicating that live streaming has a positive but insignificant impact on marketing entertainment products. In contrast, the user-generated content variable (X2) yielded a value of 4.207, exceeding 1.660, with a Sig value of 0.000 (less than 0.05). Therefore, H2 is accepted, suggesting that user-generated content has a positive and significant influence on marketing entertainment products. 2. The F-value was calculated at 32.190, compared to the F-table value of 3.09, with a Sig value of 0.000 (less than 0.05). This indicates that both live streaming (X1) and usergenerated content (X2) have a positive and significant impact on marketing entertainment products (Y). 3. H3 is accepted. The adjusted R-squared value is approximately 0.389, or 38.9%. This means that the factors of live streaming (X1) and user-generated content (X2) account for 38.9% of the variance in marketing entertainment products (Y), while 61.1% of the variance is influenced by other factors not analyzed in this study.