Pengaruh Konten TikTok dr. Yessica Tania Terhadap Keputusan Pembelian Produk Skincare Wanita

Abstract

Judul penelitian ini adalah Pengaruh Konten TikTok dr. Yessica Tania Terhadap Keputusan Pembelian Produk Skincare Wanita. Penelitian ini bertujuan untuk membuktikan pengaruh konten TikTok dr. Yessica Tania terhadap keputusan pembelian produk skincare wanita. Teori yang digunakan adalah teori AIDDA (Attention, Interest, Desire, Decision, Action). Metode yang digunakan dalam penelitian ini adalah metode kuantitatif, pengumpulan data menggunakan kuesioner, serta sumber lain seperti buku, jurnal, dan lain-lain. Teknik penarikan sampel menggunakan rumus slovin sehingga jumlah sampel yang diperoleh adalah 100. Hipotesis dalam penelitian ini diuji dengan uji korelasi product moment menggunakan aplikasi SPSS versi 22.0 dan uji determinan. Berdasarkan hasil penelitian yang dilakukan, maka diperoleh: (a) hasil uji korelasi product moment menunjukkan bahwa Ho ditolak dan Ha diterima yang berarti terdapat hubungan antara konten TikTok dr. Yessica Tania terhadap keputusan pembelian produk skincare wanita, (b) hasil uji determinan menunjukan bahwa pengaruh konten TikTok dr. Yessica Tania terhadap keputusan pembelian produk skincare wanita adalah 59,7 %. The title of this research is The Influence of dr. Yessica Tania’s TikTok Content on the Decision to Purchase Women's Skincare Products. This study aims to prove the effect of dr. Yessica Tania’s TikTok content on purchasing decisions for women's skincare products. The theory used is the AIDDA (Attention, Interest, Desire, Decision, Action). The method used in this research is quantitative method, data collection using questionnaires, as well as other sources such as books, journals, and others. The sampling technique used the Slovin formula so that the number of samples obtained was 100. The hypothesis in this study was tested with thecorrelation test product moment using the SPSS version 22.0 application and the determinant test. Based on the results of the research conducted, it is obtained: (a) the results of the correlation test product moment show that Ho is rejected and Ha is accepted, which means that there is a relationship between the dr. Yessica Tania’s TikTok content on purchasing decisions for women's skincare products, (b) the results of the determinant test show that the effect of dr. Yessica Tania’s TikTok content on the decision to purchase women's skincare products is 59.7%.