Pengaruh TikTok dan Twitter Terhadap Keputusan Pembelian Mini Album NCT Dream di Kalangan Penggemar Jabodetabek - Safitri, Wulan Sari; Siregar, Salim (Innovative: Journal Of Social Science Research, 2024)
Tujuan penelitian ini adalah untuk mengetahui pengaruh media sosial TikTok dan Twitter terhadap keputusan pembelian produk mini album NCT Dream di kalangan penggemar K-POP Jabodetabek. Penelitian ini termasuk penelitian kuantitatif. Populasi penelitian ini adalah 150 penggemar K-POP Jabodetabek dengan sampel sebanyak 150 responden. Teknik pengumpulan data menggunakan kuesioner melalui Google Form. Analisis data menggunakan analisis regresi linier sederhana dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa penggunaan media sosial TikTok berpengaruh 56,9% terhadap pembelian produk mini album NCT Dream. Dari 150 responden, 24 responden (16%) merupakan pengguna TikTok kategori rendah, 100 responden (66,7%) kategori sedang, dan 26 responden (17,3%) kategori tinggi. Untuk keputusan pembelian, 19 responden (12,7%) kategori rendah, 76 responden (50,6%) kategori sedang, dan 55 responden (36,7%) kategori tinggi. Hal ini mengindikasikan kalangan penggemar K-POP Jabodetabek kerap membeli produk karena seringnya menggunakan TikTok.Kata Kunci: Media Promosi Tiktok dan Twitter, Mini Album NCT Dream, Penggemar K-POP, Keputusan Pembelian. AbstractThe purpose of this study was to determine the influence of social media TikTok and Twitter on purchasing decisions of NCT Dream mini album products among K-POP fans in Jabodetabek. This study was a quantitative research. The population of this study was 264 K-POP fans in Jabodetabek with a sample size of 150 respondents. Data collection techniques used questionnaires through Google Form. Data analysis used simple linear regression analysis with the help of SPSS. The results showed that the use of TikTok social media influenced 56.9% on the purchase of NCT Dream mini album products. Of the 150 respondents, 24 respondents (16%) were low category TikTok users, 100 respondents (66.7%) were medium category, and 26 respondents (17.3%) were high category. For purchasing decisions, 19 respondents (12.7%) were low category, 76 respondents (50.6%) were medium category, and 55 respondents (36.7%) were high category. This indicates that the K-POP fan community in Jabodetabek often makes purchases because they frequently use TikTok.Keywords: TikTok and Twitter Promotion Media, NCT Dream Mini Album, K-POP Fans, Purchasing Decisions.