Electronic Theses and Dissertation

Tasya Farasya adalah beauty influencer memperkenalkan produk miliknya yaitu Mother Of Pearl melalui konten TikTok nya untuk menarik perhatian konsumen agar membeli produk tersebut. Penelitian ini bertujuan untuk mengetahui pengaruh terpaan konten TikTok Tasya Farasya terhadap keputusan pembelian produk Mother Of Pearl pada kalangan mahasiswi Universitas Syiah Kuala. Penelitian ini menggunakan teori AIDDA (Attention, Interest, Desire, Decision, Action). Metode penelitian dengan menggunakan pendekatan kuantitatif ekplanatif. Sampel sebanyak 100 responden mahasiswi Universitas Syiah Kuala yang pernah melihat konten TikTok Tasya Farasya pada fyp (for your page) di TikTok, yang dipilih dengan teknik quota sampling survei dengan menyebarkan kuisioner online. Hasil pengujian hipotesis diperoleh thitung lebih besar dari ttabel ( 9.058 > 1.987) dengan koefisien determinasi 0,456, maka terpaan konten TikTok Tasya Farasya berpengaruh terhadap keputusan pembelian produk Mother Of Pearl sebesar 45,60%. Hasil perhitungan regresi linear juga menunjukkan bahwa nilai b = 1.372 dan taraf signifikansi 0,000. Angka 1.372 menunjukkan pengaruh positif untuk terpaan konten TikTok Tasya Farasya terhadap keputusan pembelian produk Mother Of Pearl pada mahasiswi Universitas Syiah Kuala. Hal ini berarti semakin tinggi nilai thitung dari ttabel, maka semakin tinggi pengaruh terpaan konten TikTok Tasya Farasya terhadap keputusan pembeliaan produk Mother Of Pearl pada mahasiswi Universitas Syiah Kuala.


Kata Kunci : Purchasing decisions, Mother Of Pearl, Tasya Farasya, Content Exposure, TikTok

Tasya Farasya is a beauty influencer introducing her product, Mother Of Pearl, through her TikTok content to attract consumer attention to buy the product. This study aims to determine the effect of exposure to Tasya Farasya's TikTok content on purchasing decisions for Mother Of Pearl products among female students at Syiah Kuala University. This study uses the AIDDA theory (Attention, Interest, Desire, Decision, Action). The research method uses an explanatory quantitative approach. The sample was 100 respondents from Syiah Kuala University female students who had seen Tasya Farasya's TikTok content on the fyp (for your page) on TikTok, who were selected using the quota sampling survey technique by distributing online questionnaires. The results of hypothesis testing obtained tcount greater than ttable (9.058> 1.987) with a coefficient of determination of 0.456, then exposure to TikTok Tasya Farasya content affects the decision to purchase Mother Of Pearl products by 45.60%. The results of the linear regression calculation also show that the value of b = 1,372 and the significance level is 0.000. The number 1.372 shows a positive influence for Tasya Farasya's TikTok content exposure on purchasing decisions for Mother Of Pearl products at Syiah Kuala University students. This means that the higher the tcount value of the ttable, the higher the influence of the exposure of TikTok Tasya Farasya content on the decision to purchase Mother Of Pearl products at female students of Syiah Kuala University. Keywords : TikTok, Contents Exposure, Purchase Decisions, Tasya Farasya, Mother Of Pearl