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Pengaruh Penggunaan #skincareviral di Video TikTok Terhadap Minat Beli Skincare bagi Pengguna TikTok di Denpasar

Putu Hardayani Utami
Ni Made Ras Amanda
I Gusti Agung Alit Suryawati

Abstract

ABSTRACT

The study explains the effect of using #skincareviral on the interest on buying facial serum skincare products on social media that is TikTok. TikTok is a social media that provides a place for its users to express themselves through video content. In today’s digital era, the use of hashtags as a way of marketing communication. Interactive marketing on TikTok has its own potential to become a viral trend. This research is quantitative. The research data collected through a survey method by distributing an online questionnaire as an instrument to 110 respondents with predetermined criteria. The results showed that the variable #skincareviral use on TikTok videos has a strong correlation and positive. This study proves that there is an effect of using #skincareviral in TikTok videos on the interest in buying facial serum skincare products of 89,9%, while the remaining 10,1% is influenced by other factors not mentioned in this research.

Kata Kunci: Use of hashtag, Interest of Buys, TikTok.

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Published

2021-06-25

How to Cite

UTAMI, Putu Hardayani; RAS AMANDA, Ni Made; ALIT SURYAWATI, I Gusti Agung. Pengaruh Penggunaan #skincareviral di Video TikTok Terhadap Minat Beli Skincare bagi Pengguna TikTok di Denpasar. E-Jurnal Medium, [S.l.], v. 2, n. 1, p. 42-49, june 2021. Available at: <https://ojs.unud.ac.id/index.php/komunikasi/article/view/74628>. Date accessed: 16 apr. 2024.

Citation Formats

Issue

Vol 2 No 1 (2021): Jurnal Ilmu Komunikasi Vol 2 No 1 Tahun 2021

Section

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