Pengaruh Strategi Digital Marketing @bittersweetbynajla di Media Sosial Tiktok terhadap Minat Beli Mahasiswa Universitas Sumatera Utara

Abstract

This research is entitled "The Effect of @bittersweetbynajla's Digital Marketing Strategy on TikTok Social Media on the Buying Interest of University of Sumatera Utara Students". The purpose of this study is to determine the digital marketing strategy of Bittersweet by Najla’s TikTok, to determine the buying interest University of Sumatera Utara students on Bittersweet by Najla, and to determine the effect of Bittersweet By Najla's digital marketing strategy on TikTok social media on the buying interest of University of Sumatera Utara students. The theories used in this research are Communication, Mass Communication, New Media, Marketing Communication, Digital Marketing Strategy, Buying Interest and AIDDA. This study is a quantitative study using the correlation method. This method aims to find the presence or absence of a relationship. This study uses a population of 14.445 people. The sampling technique uses proportional sratified random sampling, purposive sampling and accidental sampling. The method used in this research is correlation which aims to find the relationship between one variable and another. Data analysis techniques used in this study are single table analysis, cross table analysis and hypothesis testing through the Spearman's Rho Rank-Order Correlations formula using the SPSS 29.0. The results of the hypothesis test show the number 0.495 on the Guilford scale, the number 0.495 is at the level of 0.41 - 0.70 which shows a significant correlation, meaning that there is an influence between variable X on variable Y by 24%. In this study, what was tested was Ha, namely that there was an influence of the digital marketing strategy @bittersweetbynajla on TikTok social media on the buying interest of University of Sumatera Utara students. Bittersweet by Najla uses digital marketing strategies through content that is easy to understand, interesting, unique and informative. Based on the research conducted, the results show that the variable digital marketing strategy of Bittersweet by Najla on TikTok Social Media affects the buying interest of University of Sumatera Utara students.