Pengaruh User Generated Content (UGC) Dan Influencer Marketing Terhadap Buying Decision Pada Tiktok Shop Di Kecamatan Medan Selayang

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh User-Generated Content (UGC) (X1) dan Influencer Marketing (X2) terhadap Buying Decision (Y) pada Tiktok Shop di Kecamatan Medan Selayang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan analisis regresi linear berganda. Sampel dalam penelitian ini berjumlah 100 responden yang dipilih menggunakan teknik Purposive Sampling dengan kriteria penduduk Kecamatan Medan Selayang yang pernah berbelanja di Tiktok Shop. Hasil penelitian menunjukkan bahwa secara parsial, variabel User-Generated Content (UGC) (X1) berpengaruh positif dan signifikan terhadap Buying Decision(Y) dengan nilai t hitung 2,280 > 1,661 dan signifikansi 0,000 < 0,05. Variabel (X2) juga memiliki pengaruh positif dan signifikan terhadap Buying Decision(Y) dengan nilai t hitung 2,694 > 1,661. Secara simultan, kedua variabel berpengaruh signifikan terhadap Buying Decision(Y) dengan nilai F hitung 20,650 > 3,091 dan nilai signifikansi 0,000 < 0,05. Nilai Adjusted R Square sebesar 0,284 menunjukkan bahwa User-Generated Content (UGC) (X1) dan Influencer Marketing (X2) berkontribusi sebesar 28,4% terhadap Buying Decision (Y), sedangkan sisanya 71,6% dipengaruhi oleh faktor lain di luar model penelitian ini. This study aims to analyze the influence of User-Generated Content (UGC)(X1) and Influencer Marketing (X2) on Buying Decision(Y) on Tiktok Shop in Medan Selayang District. The research method used is quantitative with a multiple linear regression analysis approach. The sample in this study amounted to 100 respondents who were selected using the Purposive Sampling technique with the criteria of residents of Medan Selayang District who had shopped at the Tiktok shop. The results showed that partially, the User-Generated Content (UGC)(X1) variable had a positive and significant effect on the Buying Decision (Y) with a t-value of 2.280 > 1.661 and a significance of 0.000 < 0.05. The variable (X2) also had a positive and significant influence on the Buying Decision (Y) with a t-value of 2.694 > 1.661. Simultaneously, the two variables had a significant effect on the Buying Decision (Y) with an F value of 20.650 > 3.091 and a significance value of 0.000 < 0.05. The Adjusted R Square value of 0.284 indicates that User-Generated Content (UGC)(X1) and Influencer Marketing (X2) contribute 28.4% to Buying Decision(Y), while the remaining 71.6% is influenced by other factors outside of this research model.