M GILANG , RAMADHAN (2025) PENGARUH TERPAAN PROMOSI PENJUALAN LIVE TIKTOK @ESHASCARF TERHADAP KEPUTUSAN PEMBELIAN PENGGUNA TIKTOK (STUDI PADA FOLLOWERS AKUN TIKTOK @ESHASCARF). ILMU SOSIAL DAN ILMU POLITIK, UNIVERSITAS LAMPUNG.
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Abstract
Social media such as TikTok can help to improve consumer decisions in purchasing products, with social media such as TikTok with its Live Streaming can also strive for promotion and consumer buying interest as done by the @eshascarf account which is related to Fashion products. However, the @eshascarf account still does not have several recommendation features to attract consumer attention, or even does not have content or recommendation features that make buyers decide to buy eshascarf products. Most of what is seen are only direct comments and spil from sellers or a live streamer that even prospective buyers are still hesitant to buy the products offered. This study aims to determine the effect of exposure to live TikTok sales promotions @eshascarf on purchasing decisions using TikTok. The method used is a quantitative approach using explanatory research that aims to empirically test hypotheses along with their interpretations that are explained factually with theories and facts. This study also uses the Uses and Effect theory related to the audience actively choosing and using media, as well as changes in perception, attitudes and behavior after being exposed to media. The results of the study indicate that exposure to sales promotions through live TikTok @eshascarf has a positive effect on purchasing decisions of TikTok users. The findings of this study indicate that the @eshascarf TikTok account has promotions that provide clear information, the advertisements given are able to make consumers interested in buying, and the promotions given remind consumers to use @eshascarf TikTok products. Keywords: Purchasing Decisions, Sales Promotion Exposure, Tiktok @eshascarf
| Item Type: | Other |
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| Subjects: | ?? 320 ?? |
| Divisions: | Fakultas ISIP > Prodi Komunikasi |
| Depositing User: | 2506124894 Digilib |
| Date Deposited: | 20 Jun 2025 08:29 |
| Last Modified: | 20 Jun 2025 08:29 |
| URI: | http://digilib.unila.ac.id/id/eprint/89330 |
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