DAMPAK KETERLIBATAN PELANGGAN DI MEDIA SOSIAL TERHADAP SIKAP DAN NIAT BELI PADA PLATFORM TIKTOK PRODUK EAT SAMBEL

Rully Arlan Tjahyadu; Bunyamin

doi:10.29313/performa.v20i2.2913

Authors

Rully Arlan Tjahyadu Maranatha Christian University
Bunyamin Universitas Kristen Maranatha

DOI:

https://doi.org/10.29313/performa.v20i2.2913

Keywords:

Keterlibatan, Niat Beli, Sikap

Abstract

Media sosial banyak digunakan dalam kebutuhan individu maupun kebutuhan sebuah perusahaan atau organisasi. Media sosial dapat menjadi solusi untuk para pebisnis dalam menarik para pelanggan sehingga hal ini dapat membantu para pebisnis untuk menaikan target pasar. TikTok merupakan salah satu platform besar yang banyak digunakan oleh masyarakat Indonesia, Penelitian ini bertujuan untuk menguji pengaruh dari keterlibatan pelanggan di media sosial terhadap sikap dan niat beli. Sampel yang didapatkan sebanyak 137 Responden. Metode penelitian dengan menyebarkan kuesioner dan pengolahan data menggunakan aplikasi SmartPLS. Hasil dari penelitian ini menunjukan bahwa keterlibatan media soisal memeengaruhi sikap dan niat beli.

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