Pengaruh Konten Fashion pada Akun Media Sosial Influencer Terhadap Perilaku Konsumtif di Kalangan Pengguna TikTok dan Instagram

Asnita Siregar, DESI Pengaruh Konten Fashion pada Akun Media Sosial Influencer Terhadap Perilaku Konsumtif di Kalangan Pengguna TikTok dan Instagram. Journal of Humanities and Social Sciences.

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Abstract

The purpose of this research is to see the effectiveness of exposure to @helwabasheel account fashion content on TikTok and Instagram on consumptive behavior. The method used in this research is a Quantitative approach. The population used is followers of @helwabasheel's TikTok and Instagram accounts. The sample taken by the researcher amounted to 50 respondents who were active followers on the TikTok and Instagram @helwabasheel accounts using purposive sampling techniques. The research data collection was carried out using a questionnaire with a Likert scale using indicators of effectiveness and consumptive behavior. Data analysis techniques using SPSS 22, with multiple linear regression analysis tests accompanied by t tests and F tests. The results of the analysis show that the coefficient of determination of the effectiveness of exposure to Tiktok and Instagram fashion content on consumptive behavior is 77.5%, while the remaining 22.5% is influenced by other factors, and is not included in this study. While the t test value of 4.119 with a significance level of 0.000 < 0.05, this proving that the effectiveness of exposure to Tiktok content (X1) has a positive effect on consumptive behavior. And also the t test result of 4.068 with a significance level of 0.000 < 0.05, this proving that the effectiveness of exposure to Instagram content (X2) has a positive effect on consumptive behavior. A very effective platform for consumptive behavior on @helwabasheel accounts is TikTok.

Jenis Item:	Artikel
Subjects:	300 Social sciences > 302 Social intercd /ction
Pengguna yang mendeposit:	Mrs Siti Masitah
Date Deposited:	23 Jan 2025 03:41
Last Modified:	23 Jan 2025 03:41
URI:	http://repository.uinsu.ac.id/id/eprint/23804

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