Pengaruh Terpaan Konten Jajanan Kaki Lima di TikTok terhadap Minat Beli Mahasiswa Ilmu Komunikasi UNTAG Surabaya. (The Influence of Exposure to Street Food Content on TikTok on the Purchase Interest of UNTAG Surabaya Communication Science Students).

Fernia, Fanny (2024) Pengaruh Terpaan Konten Jajanan Kaki Lima di TikTok terhadap Minat Beli Mahasiswa Ilmu Komunikasi UNTAG Surabaya. (The Influence of Exposure to Street Food Content on TikTok on the Purchase Interest of UNTAG Surabaya Communication Science Students). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study aims to identify the influence of TikTok content exposure on the purchasing intention of Communication Science students at UNTAG Surabaya, using Media Exposure theory. TikTok, as a popular social media platform among young generations, plays a significant role in promoting products, including traditional street food snacks ("jajanan kaki lima"). The research employs Media Exposure theory to understand how students use TikTok to fulfill their information and entertainment needs, and how this influences their purchasing decisions. The research methodology adopted is quantitative, utilizing a survey approach with 100 active TikTok users among the students. Data was collected through questionnaires measuring the frequency of content exposure, purchasing intentions, and other factors such as satisfaction in meeting needs. Descriptive and inferential statistical analyses, including Pearson correlation tests, were used to explore the relationship between content exposure and purchasing intention. The findings indicate that TikTok content exposure significantly influences students' purchasing intentions, with 58.4% of purchasing intentions influenced by TikTok content exposure. In conclusion, this study highlights that TikTok content featuring traditional street food snacks has a significant impact on the purchasing intentions of Communication Science students, reinforcing TikTok's role as an effective communication tool for product promotion. These findings contribute significantly to understanding the consumer behavior of young generations in the context of digital marketing and can guide businesses in developing more effective marketing strategies on social media.

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