Analisis Pengaruh Viral Marketing, E-Service Quality, dan Customer Experience Terhadap Minat Beli Pada TikTok Shop

Krisdianti, Nadia Azzahro (2023) Analisis Pengaruh Viral Marketing, E-Service Quality, dan Customer Experience Terhadap Minat Beli Pada TikTok Shop. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Indonesia tercatat sebagai salah satu negara dengan tingkat penggunaan e-commerce tertinggi di dunia. Angka penggunaan e-commerce di Indonesia ini merupakan angka paling tinggi dibanding produk digital lainnya yang tersedia. Dengan tingginya tingkat penggunaan e-commerce di Indonesia hal ini memicu pertumbuhan ekonomi digital di Indonesia yang diproyeksikan dapat mencapai angka $130 miliar pada tahun 2025. Terdapat berbagai jenis e-commerce, termasuk salah satunya social commerce yang menggabungkan platform media sosial dan e-commerce. TikTok, sebagai salah satu social commerce yang hadir di Indonesia mencuri minat konsumen e-commerce di Indonesia dan berhasil mencetak transaksi yang mencapai $200 juta. Sebagai platform media sosial, TikTok memanfaatkan strategi viral marketing dalam menarik konsumen untuk menggunakan aplikasinya. Namun, TikTok sebagai penyedia layanan juga harus memerhatikan kualitas pelayanan yang diberikan. Beberapa penelitian menunjukkan, bahwa E-Service Quality menjadi salah satu aspek yang penting dalam platform jual beli online. Selain itu, customer experience menjadi salah satu hal yang perlu diperhatikan bagi perusahaan untuk menjamin konsumen dapat memiliki pengalaman yang menyenangkan. Penelitian ini dilakukan untuk mengetahui faktor-faktor yang memengaruhi minat beli (sebagai variabel dependen) pada TikTok Shop. Digunakan 3 variabel independen dalam penelitian, yaitu viral marketing, e-service quality, dan customer experience. Dari variabel tersebut, nantinya akan dilakukan pengolahan dengan menggunakan metode multiple regression untuk mengetahui pengaruh masing-masing variabel terhadap minat beli pada TikTok Shop. Pengambilan data dilakukan kepada 101 responden dengan melalui kuesioner yang disebarkan dengan menggunakan Google Form. Dari hasil pengolahan multiple regression, diketahui viral marketing, e-service quality, dan customer experience secara simultan memiliki pengaruh sebesar 43,7% terhadap minat beli pada TikTok Shop. Untuk ketiga variabel independen memiliki nilai Sig < 0,05, sehingga dapat disimpulkan masing-masing variabel (viral marketing, e-service quality, dan customer experience) memiliki pengaruh secara parsial terhadap minat beli pada TikTok Shop.
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Indonesia is one of the countries with the highest level of e-commerce usage in the world. The number of e-commerce users in Indonesia is the highest compared to other available digital products. With the high level of use of e-commerce in Indonesia, it has triggered the growth of the digital economy in Indonesia, which is projected to reach $130 billion by 2025. There are various types of e-commerce, including social commerce, which combines social media platforms and e-commerce. TikTok, as one of the social commerce platforms present in Indonesia, has stolen the interest of e-commerce consumers in Indonesia and managed to score transactions that reached $200 million. As a social media platform, TikTok utilizes a viral marketing strategy to attract consumers to use its application. However, TikTok as a service provider must also pay attention to the quality of the services provided. Several studies have shown that E-Service Quality is an important aspect of online trading platforms. In addition, customer experience is one of the things that need attention for companies to ensure consumers can have a pleasant experience. This research was conducted to determine the factors that influence buying interest (as the dependent variable) at the TikTok Shop. Three independent variables were used in the research, which is viral marketing, e-service quality, and customer experience. From these variables, data processing will later be carried out using the multiple regression method to determine the effect of each variable on buying interest at the TikTok Shop. Data collection was carried out to 101 respondents by means of a questionnaire which was distributed using the Google Form. From the results of multiple regression processing, it is known that viral marketing, e-service quality, and customer experience simultaneously have an influence of 43.7% on buying interest in the TikTok Shop. The three independent variables have a Sig value <0.05, so it can be concluded that each variable (viral marketing, e-service quality, and customer experience) has a partial effect on buying interest in the TikTok Shop.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Experience, E-Service Quality, Minat Beli, Multiple Regression, Viral Marketing
Subjects:	H Social Sciences > HF Commerce > HF5548.32 Electronic commerce.
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Nadia Azzahro Krisdianti
Date Deposited:	14 Feb 2023 02:54
Last Modified:	14 Feb 2023 02:54
URI:	http://repository.its.ac.id/id/eprint/96814

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