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

Penulis

  • 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

Abstrak

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.

Referensi

Abdurrahim, & Sangen, M. (2019). Pengaruh Content Marketing, Sales Promotion, Personal Selling, dan Advertising terhadap Minat Beli Konsumen pada Hotel Biuti di Banjarmasin. Jurnal Sains Manajemen Dan Kewirausahaan, 3(1), 42–47.

Amelia, R., & Ayani, S. (2020). Optimalisasi Membangun Brand Image Terhadap Customer Loyalty Melalui Customer Value Dan Customer Retention Sebagai Variabel Intervening. Ekonomi Bisnis, 26(1), 268–279. https://doi.org/10.33592/jeb.v26i1.659

Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52

CedeaSeafood.com. (n.d.). ABOUT CEDEA - Cedea Seafood. Retrieved May 30, 2022, from https://cedeaseafood.com/tentangcedea/

Evita Kartika Koestiono. (2015). ANALISA PENGARUH CONTENT MARKETING TERHADAP CUSTOMER RETENTION DENGAN BRAND EXPERIENCE DAN CUSTOMER ENGAGEMENT SEBAGAI VARIABEL PERANTARA PADA PENGGUNA ROKOK WISMILAK DI SURABAYA. Paper Knowledge . Toward a Media History of Documents, 3(April), 49–58.

Hootsuite. (2021). Hootsuite (We are Social): Indonesian Digital Report 2021. https://andi.link/hootsuite-we-are-social-indonesian-digital-report-2021/

Kompas.com. (2021). Sejarah Instagram dan Cerita Awal Peluncurannya... Halaman all - Kompas.com. https://www.kompas.com/tren/read/2021/10/06/100500365/sejarah-instagram-dan-cerita-awal-peluncurannya?page=all

Martini, N. K. A., Wulandari, N. L. A. A., Premayani, N. W. W., & Purwaningrat, P. A. (2021). Pengaruh Content Marketing Terhadap Customer Retention Dengan Customer Engagement Sebagai Variabel Intervening. 02(3), 905–912.

Nysveen, H., Pedersen, P.E. Skard, S. (2013). Brand experiences in service organizations: exploring the individual effects of brand experience dimensions. Journal of Brand Management.

Pažėraitė, A., & Repovienė, R. (2016). Content marketing elements and their influence on search advertisement effectiveness: theoretical background and practical insights. Management of Organizations. https://doi.org/10.7220/mosr.2335.875%0A0.2016.75.7

Setiawan, I. yosanova savitry. (2016). new content marketing. PT Gramedia Pustaka Utama.

Simbolon, F. (2011). Pengaruh Switching Costs terhadap Customer Retention pada Industri Perbankan di Indonesia. Binus Business Review, 2(2), 698–707. https://doi.org/10.21512/bbr.v2i1.1180

Syaqirah, Z. N., & Faizurrahman, Z. P. (2014). Managing customer retention of hotel industry in Malaysia. Procedia - Social and Behavioral Sciences. https://doi.org/10.1016/j.sbspro.2014.0%0A4.045

Wibowo A, S., & Dharmayanti, D. (2013). Analisa Pengaruh Content Marketing Terhadap Custumer Retention Dengan Barand Experience Dan Costumer Engagement Sebagai Variabel Intervening Pada Pengguna Rokok Gudang GAram Di Surabaya. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Wijaya, D. T. (2019). Aalisa Pengaruh Content Marketing Terhadap Customer Retention Dengan Brand Experience dan Customer Engaglement Sebagai Variabel Intervening Pada Konsumen Rokok Sampoerna di Surabaya. Journal of Chemical Information and Modeling, 53(9), 1689–1699.

Diterbitkan

2023-08-01

Cara Mengutip

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