Maulida, Ena Shofiana and Muhammad Dandy Alif Wildana,, S.E., M.Sc.IBF (2023) Cashback Terhadap Minat Beli Fashion Muslim Melalui Aplikasi Tiktok (Studi Kasus Pada Mahasiswa Feb). Sarjana thesis, Universitas Brawijaya.
Abstract
Teknologi di zaman sekarang semakin berkembang pesat dan canggih, hal ini memberikan banyak inovasi untuk perkembangan perekonomian di Indonesia. Sebagian besar penduduk Indonesia telah aktif untuk mengakses internet dan media sosial sekedar untuk hiburan maupun menjalankan aktivitas jual beli online. Salah satunya melalui aplikasi Tiktok Shop, yang mana adalah fitur baru dari aplikasi Tiktok untuk memudahkan masyarakat dalam melakukan pembelian online. Penelitian ini ditujukan guna melihat pengaruh daya tarik iklan, promo gratis ongkos kirim, dan cashback terhadap minat beli masyarakat di bidang fashion muslim melalui aplikasi Tiktok Shop. Penelitian ini menggunakan metode kuantitatif, dilakukan terhadap 354 responden. Analisis data yang diterapkan yakni SEM-PLS dengan alat bantu software Smart-PLS. Hasil penelitian ini memperlihatkan bahwasanya daya tarik iklan, serta promo gratis ongkos kirim berdampak secara positif serta signifikan terhadap minat beli fashion muslim melalui fitur Tiktok Shop. Sedangkan cashback tidak berdampak secara signifikan atas minat beli fashion muslim melalui fitur Tiktok Shop.
English Abstract
Technology today is growing rapidly and is highly advanced it provides a lot of innovations for the development of the economy in Indonesia. Most Indonesians have been active in accessing the internet and social media for entertainment or conducting online shopping activities. One of them is through the Tiktok Shop app, which is a new feature of the Tektok app to make it easier for people to make online purchases. The research was aimed at looking at the influence of advertising attractiveness, promotions free of charge, and cashback on the public's interest in buying in the field of Muslim fashion through the app Tiktok Shop. The study used quantitative methods and was carried out on 354 respondents. Data analysis is applied by SEM-PLS with the help of the software Smart PLS. The results of this research showed that the attractiveness of advertising, as well as free promotions, has a positive and significant impact on the interest in buying Muslim fashion through the features of Tiktok Shop. While cashback did not significantly affect the interest in buying Muslim fashion through the features of Tiktok Shop.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020204 |
| Uncontrolled Keywords: | daya tarik iklan, promo gratis ongkos kirim, cashback, minat beli |
| Subjects: | 300 Social sciences > 330 Economics |
| Divisions: | Fakultas Ekonomi dan Bisnis > Ilmu Ekonomi |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 04 Dec 2023 08:17 |
| Last Modified: | 04 Dec 2023 08:17 |
| URI: | http://repository.ub.ac.id/id/eprint/204920 |
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Text (DALAM MASA EMBARGO)
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