Published: 2024-04-01

Pengaruh Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer Terhadap Keputusan Pembelian Konsumen Pada Program Afiliasi TikTok

DOI: 10.35870/jemsi.v10i2.2251

Rasid Siddik, Roswaty, Meilin Veronica
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh konten kreatif, interaksi pengguna dan popularitas influencer terhadap keputusan pembelian konsumen pada program afiliasi TikTok. Metode penelitian ini menggunakan metode kuantitatif dengan menyebarkan kuesioner kepada 96 responden yang merupakan pengguna aktif TikTok di Kota Palembang. Teknik analisis yang digunakan adalah analisis linier berganda yang diolah dengan menggunakan bantuan program komputer SPSS. Berdasarkan hasil uji hipotesis parsial t pada variabel konten kreatif menunjukan nilai sebesar 2,350 dengan nilai signifikansi 0,021 < 0,05, sedangkan variabel interaksi pengguna menunjukkan nilai 6,625 dengan nilai signifikansi 0,000 < 0,05, dan variabel popularitas influencer menunjukan nilai 2,003 dengan nilai signifikansi 0,015 < 0,05 menujukkan bahwa hipotesis konten kreatif, interaksi pengguna dan popularitas influencer berpengaruh positif dan signifikan terhadap keputusan pembelian. Berdasarkan hasil perhitungan koefisien korelasi & determinasi, diketahui besar pengaruh Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer terhadap Keputusan Pembelian Konsumen adalah sebesar 77,8 %, sedangkan nilai korelasi sebesar 88,2% yang berada pada korelasi sangat kuat dan berdasarkan hasil perhitungan uji F, hipotesis di terima jika Fhitung >Ftabel atau 107,641 > 2,703 sehingga dengan demikian hipotesis Ha diterima. Dapat disimpulkan bahwa Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer berpengaruh positif dan signifikan terhadap Keputusan Pembelian Konsumen pada program afiliasi TikTok.

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Siddik, R., Roswaty, & Meilin Veronica. (2024). Pengaruh Konten Kreatif, Interaksi Pengguna dan Popularitas Influencer Terhadap Keputusan Pembelian Konsumen Pada Program Afiliasi TikTok. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(2), 1048-1058. https://doi.org/10.35870/jemsi.v10i2.2251
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 2 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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