Pengaruh Etika, Kemampuan Komunikasi Host Live, dan Konten Promosi Terhadap Minat Beli Konsumen Melalui TikTok Shop.

Putri, Nelly Erfina (2025) Pengaruh Etika, Kemampuan Komunikasi Host Live, dan Konten Promosi Terhadap Minat Beli Konsumen Melalui TikTok Shop. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

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Abstract

TikTok Shop merupakan salah satu platform yang digunakan untuk mempromosikan produk, perkembangan TikTok Shop semakin pesat karena fitur terbarunya yaitu live shopping. Sehingga host live memiliki peran yang sangat penting pada saat sesi live berlangsung. Etika dalam interaksi host live di Tiktok Shop berpengaruh terhadap minat beli konsumen, etika yang baik dapat membangun kepercayaan konsumen, begitu juga sebaliknya. Kemampuan komunikasi host live juga menjadi penting untuk membangun hubungan dengan audiens. Konten promosi sebagai faktor lain yang dapat menarik perhatian pengguna untuk mendorong minat beli konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh Etika, Kemampuan Komunikasi Host Live, dan Konten Promosi terhadap Minat Beli Konsumen melalui TikTok Shop, khususnya di kalangan Mahasiswa Fakultas Ekonomi dan Bisnis Islam. Penelitian ini termasuk jenis penelitian kuantitatif. Metode pengumpulan data dalam penelitian ini dilakukan dengan menyebarkan kuesioner kepada 100 responden melalui google form yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan menggunakan aplikasi SPSS 26 untuk menguji hipotesis penelitian. Hasil penelitian menunjukkan bahwa etika, kemampuan komunikasi host live, dan konten promosi secara parsial berpengaruh positif dan signifikan terhadap minat beli konsumen melalui TikTok Shop. Kemudian analisis simultan menunjukkan bahwa ketiga variabel tersebut secara bersama-sama memiliki dampak positif dan signifikan terhadap Minat Beli Konsumen melalui TikTok Shop. Kata kunci: Etika, Kemampuan Komunikasi, Konten Promosi, Minat Beli, TikTok Shop. ABSTRACT Nelly Erfina Putri. The Effect of Ethics, Communication Skills of Live Hosts, and Promotional Content on Consumer Purchase Interest through TikTok Shop. TikTok Shop is one of the platforms used to promote products, the development of TikTok Shop is growing rapidly because of its latest feature, namely live shopping. So that live hosts have a very important role during live sessions. Ethics in live host interactions at TikTok Shop affect consumer buying interest, good ethics can build consumer trust, and vice versa. Live host communication skills are also important for building relationships with audiences. Promotional content as another factor that can attract user attention to encourage consumer buying interest. This study aims to analyze the effect of Ethics, Live Host Communication Skills, and Promotional Content on Consumer Purchase Interest through TikTok Shop, especially among Students of the Faculty of Economics and Islamic Business. This research is a type of quantitative research. The data collection method in this study was carried out by distributing questionnaires to 100 respondents via google form who were selected using purposive sampling technique. Data analysis was carried out using the SPSS 26 application to test the research hypothesis. The results showed that ethics, live host communication skills, and promotional content partially had a positive and significant effect on consumer buying interest through TikTok Shop. Then simultaneous analysis shows that the three variables together have a positive and significant impact on consumer buying interest through TikTok Shop. Keywoards: Ethics, Communication Skills, Promotional Content, Purchase Intention, TikTok Shop.

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