Anita, Leli (2025) PENGARUH DIGITAL MARKETING, SOCIAL MEDIA INFLUENCER DAN DISKON TERHADAP NIAT BELI PRODUK FASHION PLATFORM TIKTOK SHOP PADA GENERASI Z MAHASISWA/ MAHASISWI FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS MALIKUSSALEH. S1 thesis, Universitas Malikussaleh.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh digital marketing, social media influencer, dan diskon terhadap niat beli produk fashion pada platform TikTok Shop di kalangan Generasi Z, khususnya mahasiswa dan mahasiswi Fakultas Ekonomi dan Bisnis Universitas Malikussaleh. Fenomena meningkatnya tren belanja online di kalangan generasi digital mendorong perlunya pemahaman mengenai faktor-faktor yang memengaruhi keputusan konsumen dalam berbelanja, khususnya di platform media sosial yang berkembang pesat seperti TikTok Shop. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 108 responden yang dipilih secara purposive sampling. Data dianalisis menggunakan regresi linier berganda untuk menguji pengaruh masing-masing variabel independen terhadap variabel dependen. Hasil penelitian menunjukkan bahwa ketiga variabel, yaitu digital marketing, social media influencer, dan diskon, berpengaruh positif dan signifikan terhadap niat beli produk fashion di TikTok Shop. Digital marketing memudahkan akses informasi produk, influencer berperan dalam membentuk persepsi positif, dan diskon menarik minat konsumen untuk melakukan pembelian. Implikasi dari penelitian ini memberikan wawasan bagi pelaku usaha fashion dan pemasar digital untuk merancang strategi pemasaran yang efektif dalam menarik minat beli konsumen Gen Z melalui media sosial, khususnya TikTok. Kata kunci: Digital Marketing, Social Media Influencer, Diskon, Niat Beli, TikTok Shop, Generasi Z. This study aims to determine the effect of digital marketing, social media influencers, and discounts on purchase intentions for fashion products on the TikTok Shop platform among Generation Z, especially students of the Faculty of Economics and Business, Malikussaleh University. The increasing trend of online shopping among the digital generation has encouraged the need to understand the factors that influence consumer decisions in shopping, especially on rapidly growing social media platforms such as TikTok Shop. This study uses a quantitative approach with a survey method by distributing questionnaires to 108 respondents selected by purposive sampling. Data were analyzed using multiple linear regression to test the effect of each independent variable on the dependent variable. The results showed that the three variables, namely digital marketing, social media influencers, and discounts, have a positive and significant effect on purchase intentions for fashion products on TikTok Shop. Digital marketing facilitates access to product information, influencers play a role in forming positive perceptions, and discounts attract consumers' interest in making purchases. The implications of this study provide insight for fashion entrepreneurs and digital marketers to design effective marketing strategies in attracting Gen Z consumers' buying interest through social media, especially TikTok. Keywords: Digital Marketing, Social Media Influencers, Discounts, Purchase Intentions, TikTok Shop, Generation Z.

Item Type:	Thesis (S1)
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HG Finance H Social Sciences > HJ Public Finance
Divisions:	Fakultas Ekonomi dan Bisnis > 61201 - Jurusan Manajemen
Depositing User:	Leli Anita
Date Deposited:	25 Jul 2025 08:53
Last Modified:	25 Jul 2025 08:53
URI:	https://rama.unimal.ac.id/id/eprint/13019

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