PENGARUH TERPAAN KONTEN VIDEO #OOTD DI TIKTOK TERHADAP PERILAKU KONSUMTIF MAHASISWA FAKULTAS EKONOMI DAN BISNIS UNIVERSITAS RIAU

Communications Pub Date : 2024-01-28 DOI:10.21009/communications.6.1.3

Pramudia Nugroho, Nugroho, Rumyeni Pengaruh, Terpaan Konten, Vidoe Ootd, di Tiktok, Terhadap Perilaku, Konsumtif Mahasiswa, Fakultas Ekonomi

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Abstract

The social media that is currently dominating and widely used is TikTok. The features in the TikTok app are very diverse, one of which is hashtags. One video content often seen on TikTok is #OOTD or outfit of the day. This study aimed to see the effect of exposure to #OOTD video content on the consumptive behavior of students of the Faculty of Economics and Business of Riau University. The research method used is quantitative, with an explanatory approach and a questionnaire as the main instrument in data collection. In determining the sample using the unknown population formula and the results obtained were 100 respondents. Purposive sampling was used as a sampling technique. The S-R theory is used, whereas the stimulus-response theory assumes that spoken words (oral-written), non-verbal cues, pictures, and specific actions stimulate other people to respond a certain way. Based on the results of this study, the independent variable (X) #OOTD Video Content on TikTok has an influence of 48.5% on the dependent variable (Y) Consumptive Behavior of students of the Faculty of Economics and Business, Riau University. This, H0 is rejected, and Ha is accepted.

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Tiktok 上的 #ootd 视频内容对里约大学经济与商业学院学生消费行为的影响

目前占主导地位并被广泛使用的社交媒体是 TikTok。TikTok 应用程序的功能非常多样化，其中之一就是标签。TikTok 上经常出现的一个视频内容是 #OOTD 或每日装扮。本研究旨在了解#OOTD视频内容对廖内大学经济与商业学院学生消费行为的影响。本研究采用定量研究方法，以解释性方法和问卷调查作为数据收集的主要工具。在使用未知人口公式确定样本时，得到的结果是 100 名受访者。抽样技术采用了目的抽样法。采用了 S-R 理论，而刺激-反应理论则假定口头语言（口头-书面）、非语言暗示、图片和具体行动会刺激其他人做出某种反应。根据研究结果，自变量（X）TikTok 上的 #OOTD 视频内容对因变量（Y）廖内大学经济与商业学院学生消费行为的影响为 48.5%。因此，H0 被拒绝，Ha 被接受。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Communications

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