ANALISA PENGGUNAAN CONTENT VIDEO DAN LIVE STREAMING TIKTOK DALAM MEMPENGARUHI MINAT BELI GEN Z
DOI:
https://doi.org/10.55171/apjms.v12i1.1392Abstrak
Peminat aplikasi tiktok kian banyak dan mayoritas penggunanya adalah paragenerasi Z. Hal ini dapat dimanfaatkan bagi pemilik usaha untuk memasarkan produknya. Dengan demikian pemilik usaha tersebut harus lebih kreatif dalam meningkatkanminat beli Gen Z agar tertarik pada konten video dan live streaming yang digunakan.Penelitian ini bertujuan untuk menganalisa penggunaan konten video dan livestreaming tiktok dalam mempengaruhi minat beli Gen Z. The data used in this research is primary data obtained from the results of distributing questionnaires to 50 respondents. This study used a quantitative method with a purposive sampling technique. Data analysis used multiple linear regression analysis assisted by SPSS Software Version 20. In this study several problems were found related to service quality and price, both of which have the potential to increase customer satisfaction. The results partially video content variable has no effect on purchase intention variable. The live streaming variable partially influences buying interest. Simultaneously having video content and live streaming results together influences buying interest of gen Z. Therefore, it is better if business owners on TikTok feel the need to make various improvements such as optimizing the quality of advertisements on video content according to the gen z trend in a more efficient way. pay attention to image quality, concept and consistency of posts so that business owners will receive feedback so that they can present solutions that are more suitable and relevant in increasing buying interest for generation Z.Referensi
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