Pengaruh Social Media Marketing Activity terhadap Relationship Quality Menggunakan Tiktok Shop pada Generasi Gen Z

Authors

  • Muhammad Irfan Dais Universitas Trisakti, Indonesia
  • Bayo Bohdan Dalimunthe Universitas Trisakti, Indonesia
  • Robert Kristaung Universitas Trisakti, Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i3.11860

Keywords:

Sosial Media Marketing Activity, Relationship Quality, Tiktok Shop

Abstract

Penelitian ini bertujuan untuk mencari tren penggunaan aplikasi TikTok yang menjadi sebuah fenomena unik karena adanya system e-commerce di Indonesia, selain itu penelitian ini difokuskan kepada para user dari media sosial ini dan interaksi dalam Social media marketing activity (SMMA) serta hubungannya dengan Relationship quality. Sampel pada penelitian ini berseumber dari online survey menggunakan google form yang dituju kepada pengguna Tiktok di Indonesia. Dengan jumlah 60 total response yang dibagi menjadi beberapa kelompok umur, namun fokus utama untuk penelitian ini adalah untuk Gen z. penelitian ini menyimpulkan bahwa adanya hubungan positif pada variabel entertainment, trendiness, dan word-of-mouth yang menjadi indikator SMMA pada Relationship quality serta bagaimana perusahaan dapat menerapkan SMMA dengan efektif.

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Published

24-12-2023

How to Cite

Dais, M. I., Dalimunthe, B. B., & Kristaung, R. (2023). Pengaruh Social Media Marketing Activity terhadap Relationship Quality Menggunakan Tiktok Shop pada Generasi Gen Z. Jurnal Pendidikan Tambusai, 7(3), 30110–30116. https://doi.org/10.31004/jptam.v7i3.11860

Issue

Vol. 7 No. 3 (2023): Desember 2023

Section

Articles of Research

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