PERAN CONTENT QUALITY DALAM MENGUATKAN NIAT BERBELANJA KONSUMEN MELALUI TIKTOK MIDNIGHT LIVE

Wulan Oktila Sarin, Usep Suhud, Shandy Aditya

Abstract


Penelitian ini adalah penelitian kuantitatif. Sampel dalam penelitian ini sejumlah 217 responden dengan karakteristik berdomisili atau bertempat tinggal di wilayah Jabodetabek, berusia minimal 17 tahun dan pernah menonton siaran TikTok midnight live dalam kurun waktu tiga bulan terakhir. Teknik pengambilan sampel yang digunakan adalah teknik non-probality sampling dengan cara convenience sampling. Metode pengumpulan data menggunakan teknik survei dengan instrumen berupa kuesioner. Data yang diperoleh dari kuesioner diolah menggunakan software SPSS dan Amos. Hasil penelitian ini menunjukkan variabel content quality berpengaruh signifikan terhadap perceived enjoyment dibuktikan dengan skor P value < 0.01, variabel content quality berpengaruh signifikan terhadap trust dibuktikan dengan skor P value sebesar 0.029, variabel content quality berpengaruh signifikan terhadap perceived ease of use dibuktikan dengan skor P value < 0.01, variabel perceived enjoyment berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value sebesar 0.01, variabel trust berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value < 0.01, variabel perceived ease of use berpengaruh signifikan terhadap trust dibuktikan dengan skor P value sebesar 0.039, dan variabel perceived ease of use tidak berpengaruh signifikan terhadap purchase intention dibuktikan dengan skor P value sebesar 0.575.


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DOI: http://dx.doi.org/10.31000/digibis.v2i1.9156

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