Skripsi Muhamad Rafa Maarif

Skripsi Muhamad Rafa Maarif

• By Maarif, Muhamad Rafa;
• S1 - Teknik Informatika
• 3

Penelitian ini bertujuan untuk menganalisis pengaruh dimensi Consumption, Contribution, dan Creation dalam teori COBRA terhadap Keputusan Pembelian pengguna TikTok wanita. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan Partial Least Squares-Structural Equation Modeling (PLS-SEM) menggunakan aplikasi SmartPLS versi 4. Data diperoleh melalui kuesioner daring yang dibagikan kepada 100 responden wanita pengguna TikTok yang pernah melakukan pembelian melalui platform tersebut. Hasil penelitian menunjukkan bahwa dari ketiga dimensi COBRA, hanya Creation yang berpengaruh positif dan signifikan terhadap Keputusan Pembelian (koefisien = 0,386; t-statistic = 4,666; p-value = 0,000), sedangkan Consumption dan Contribution tidak berpengaruh signifikan. Nilai R-square sebesar 0,191 mengindikasikan bahwa model mampu menjelaskan 19,1% variasi Keputusan Pembelian. Nilai f-square menunjukkan bahwa Creation memiliki efek sedang (0,182), sementara Consumption (0,012) dan Contribution (0,002) memiliki efek sangat kecil. Temuan ini menegaskan bahwa keterlibatan aktif pengguna dalam pembuatan konten terkait produk di TikTok memiliki peranan penting dalam mendorong keputusan pembelian. Oleh karena itu, pelaku bisnis disarankan untuk mengembangkan strategi pemasaran yang memfasilitasi dan mendorong partisipasi konsumen dalam pembuatan konten kreatif di platform TikTok.

• Katakunci COBRA, TIKTOK, Keputusan Pembelian, SmartPLS, Media Sosial
• URL http://
• Penerbit ,

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