Minat Beli Produk Fashion: Penggunaan Hashtag Dan Review Produk Pada Aplikasi TikTok

Authors

  • Mar'atul Fahimah Universitas KH. A. Wahab Hasbullah
  • Isyam Rotul Ainiyah Program Studi Manajemen, Universitas KH. A. Wahab Hasbulloh

DOI:

https://doi.org/10.36982/jeg.v8i2.2780

Abstract

The trend of tiktok poisoning has resulted in consumptive behavior towards Gen Z.. This can be seen in the
aii_collection account in utilizing social media through the tiktok application by making product reviews using the
hashtag #racuntiktok which attracts consumer interest thereby increasing interest in buying fashion products at
aii_colection. This study aims to examine and analyze the factors that influence the intention to buy fashion products
at aii_collection. Sampling was taken using a purposive sampling technique, which was only taken for those who
watched the video review with the hashtag #racuntiktok, with a quantitative approach. The data analysis technique
used was validity, reliability, multiple linear regression analysis, classical assumption test, hypothesis testing (t test
and f test), and R determination. The results of testing the variable use of hashtags (X1) partially has a positive effect
because t count < t table (2.898 < 1.984) so that it has a significant effect on interest in buying fashion products.
While the results of testing the product review variable (X2) have a positive and significant with t count < t table
(5.097 < 1.984) so that it influences the intention to buy fashion products.

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Published

2023-08-01

How to Cite

Fahimah, M., & Ainiyah, I. R. (2023). Minat Beli Produk Fashion: Penggunaan Hashtag Dan Review Produk Pada Aplikasi TikTok. Jurnal Ecoment Global, 8(2), 79–87. https://doi.org/10.36982/jeg.v8i2.2780

Issue

Vol. 8 No. 2 (2023): Edisi Agustus 2023

Section

Articles

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Copyright (c) 2023 Mar'atul Fahimah, Isyam Rotul Ainiyah

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