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UPT Publikasi Ilmiah, Universitas Islam Bandung. Jl. Tamansari No. 20, Bandung 40116, Indonesia, Tlp +62 22 420 3368, +62 22 426 3895 ext. 6891
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Bandung Conference Series: Communication Management
Published by Universitas Islam Bandung
ISSN : -     EISSN : 28282183     DOI : https://doi.org/10.29313/bcscm.v2i2
Core Subject : Humanities, Education, Social,
Humanities Languange, Linguistic, Communication & Media Social Sciences
Bandung Conference Series: Communication Management (BCSCM) menerbitkan artikel penelitian akademik tentang kajian teoritis dan terapan serta berfokus pada Manajemen Komunikasi dengan ruang lingkup diantaranya adalah Awareness, Brand equity, Brand Image, Connecting Community Building, Content Creation, Content Sharing, Daya Tarik Iklan, Drama Televisi, Event, Gaya Hidup, Interior Display, Jingle, Kampanye, Keputusan Pembelian, Keterikatan Pelanggan, Komunikasi antar pribadi, Komunikasi Pemasaran, Konsep Diri, Kredibilitas Komunikator, Kualitas Pelayanan, Literasi Media, Loyalitas Konsumen Manajemen branding, Media Sosial, Minat Beli Konsumen, Online Review, Pemasaran Konten, Penjualan produk, Persepsi Budaya, Personal Branding, Promosi online, Sikap, Store Atmospheredan Layout, Tagline, Terpaan Media, Tindakan Membeli, Transportasi Online, Ujaran Kebencian, Website, Word of Mouth. Prosiding ini diterbitkan oleh UPT Publikasi Ilmiah Unisba. Artikel yang dikirimkan ke prosiding ini akan diproses secara online dan menggunakan double blind review minimal oleh dua orang mitra bebestari.
Arjuna Subject : Ilmu Sosial - Komunikasi
Articles 1 Documents
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Search results for , issue "727 - 734" : 1 Documents clear
Hubungan Terpaan Konten Unboxing Blind Box Labubu dengan Minat Beli Produk Pop Mart Agisni Nur Hidayah; Zulfebriges
Bandung Conference Series: Communication Management 727 - 734
Publisher : UNISBA Press

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29313/bcscm.v6i2.24999

Abstract

TikTok social media is currently one of the platforms widely used as a means of entertainment as well as digital marketing media. This study aims to determine how strong the relationship is between exposure to @naylajsmn unboxing content and interest in purchasing Pop Mart products. This study uses the Stimulus-Organism-Response (S-O-R) theory as the theoretical basis with the dimensions of content exposure studied including frequency, attention, and duration, while purchase intention is measured based on Ferdinand’s purchase intention indicators. This study uses a quantitative method with a correlational approach. The data collection technique was carried out through distributing questionnaires to viewers of unboxing content on the TikTok account @naylajsmn who left comments. The research sample consisted of 85 respondents determined using probability sampling techniques. The results showed that there was a positive and significant relationship between content exposure and purchase intention of 0.842 which was included in the Very Strong category and had a positive significance value. Then in the sub variables, the frequency dimension had a relationship of 0.641 which was included in the strong category, the attention aspect was 0.741 which was included in the strong category, and the duration dimension was 0.780 which was included in the strong category.   Media sosial TikTok saat ini menjadi salah satu platform yang banyak digunakan sebagai sarana hiburan sekaligus media pemasaran digital. Penelitian ini bertujuan untuk mengetahui seberapa besar hubungan terpaan konten unboxing @naylajsmn dengan minat beli produk Pop Mart. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O-R) sebagai landasan teori dengan dimensi terpaan konten yang diteliti meliputi frekuensi, atensi, dan durasi, sedangkan minat beli diukur berdasarkan indikator minat beli menurut Ferdinand. Penelitian ini menggunakan metode kuantitatif dengan pendekatan korealasional. Teknik pengumpulan data dilakukan melalui penyebaran kuesioner kepada penonton konten unboxing akun TikTok @naylajsmn yang meninggalkan komentar. Sampel penelitian berjumlah 85 responden yang ditentukan menggunakan teknik probability sampling. Hasil penelitian menunjukkan bahwa terdapat hubungan positif dan signifikan antara terpaan konten dan minat beli sebesar 0.842 yang termasuk dalam kategori Sangat Kuat dan nilai signifikansinya positif. Kemudian pada sub variabel, dimensi frekuensi memiliki hubungan sebesar 0.641 yang termasuk dalam kategori kuat, aspek atensi 0.741 yang termasuk dalam kategori kuat, dan dimensi durasi sebesar 0.780 yang termasuk dalam kategori kuat.

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