Pengaruh TikTok Live @bittersweetbynajla Terhadap Minat Beli Konsumen Bittersweet by Najla. (The Influence of TikTok Live @bittersweetbynajla on Consumer Buying Interest of Bittersweet by Najla).

Radhina, Iga (2024) Pengaruh TikTok Live @bittersweetbynajla Terhadap Minat Beli Konsumen Bittersweet by Najla. (The Influence of TikTok Live @bittersweetbynajla on Consumer Buying Interest of Bittersweet by Najla). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Behaviorism describes humans as creatures who are completely controlled by their environment or are called Homo Mecanicus. Behaviorism theory is a theory that studies human behavior. The behavioral perspective focuses on the role of learning and explains human behavior and occurs through stimulus-based stimuli giving rise to mechanical laws of behavioral response relationships (reactions). stimulus- response (S-R) assumes that messages are prepared and delivered systematically and on a large scale, so that they can be delivered simultaneously to a large numberof individuals and are not directed at individuals. This is in accordance with what is done by the TikTok account @bittersweetbynajla, which regularly does live streaming orlive TikTok to introduce its products to everyone so that it can influence behavior changes that lead to the desire to buy Bittersweet by Najla products. This research aims to find out whether there is an influence of TikTok live conducted by Bittersweet by Najla on the buying interest of Bittersweet by Najla consumers. This research used a sample of 100 with the criteria of live TikTok viewers @bittersweetbynajla. This type of research uses quantitative explanatory survey methods to obtain answers to data that has been taken according to a representative sample of the population. Based on the results of this research, the simultaneous test of hypothesis F in this research can be accepted, that there is a significant influence on TikTok live @bittersweetbynajla on consumers' buying interest in Bittersweet by Najla. Meanwhile, the hypothesis results based on the T test stated that there was a positive influence between TikTok live @bittersweetbynajla and consumers' buying interest in Bittersweet by Najla.

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