Pengaruh Promosi Produk Kanzler di Media Sosial Tiktok Terhadap Minat Beli Mahasiswa Fakultas Ilmu Sosial dan Ilmu Politik Universitas Sumatera Utara

Abstract

This research is entitled "The Influence of Kanzler Product Promotion on TikTok as Social Media on the Purchase Interest of Students at the Faculty of Social and Political Sciences, University of North Sumatra". The purpose of this research is to find out the promotions carried out by Kanzler on TikTok social media, to find out the buying interest of students from the Faculty of Social and Political Sciences, University of North Sumatra towards Kanzler products, and to find out the influence of Kanzler product promotions on TikTok social media on the buying interest of students from the Faculty of Social and Political Sciences, University of North Sumatra. The theories used in this research are Communication Theory, Mass Communication, New Media, Marketing Communication, Promotion, Purchase Interest and AIDA Theory. This is a quantitative research using correlational methods. This method aims to find out whether a relationship exists or not. This research used the population of 3.828 people. The sampling technique uses the Yamane formula with non-probability sampling and purposive sampling techniques. The method used in this research is correlational which aims to find the relationship between one variable and other variables. The data analysis techniques used in this research are single table analysis, cross table analysis and hypothesis testing using the Spearman's Rho Rank-Order Correlations formula using the SPSS 22.0 application. The results of the hypothesis test show the number 0.543 on the Guilford scale, the number 0.543 is at the level of 0.41 – 0.70, which shows a significant correlation, meaning that there is an influence between variable X and variable Y of 29.5%. In this research, what was tested was Ha, namely the influence of promotion of Kanzler products on TikTok social media on buying interest of students at the Faculty of Social and Political Sciences, University of North Sumatra. Kanzler uses TikTok social media as a promotional medium through content that is easy to understand, interesting, unique and informative. Based on the research conducted, the results show that the Kanzler product promotion variable on TikTok social media has an influence on buying interest of students at the Faculty of Social and Political Sciences, University of North Sumatra.