Analisis Pengaruh Live Tiktok Produk Pakaian Preloved terhadap Pola Konsumsi Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Katolika Widya Mandira Kupang

JAFRISMA, Apolonia (2026) Analisis Pengaruh Live Tiktok Produk Pakaian Preloved terhadap Pola Konsumsi Mahasiswa Fakultas Ekonomika dan Bisnis Universitas Katolika Widya Mandira Kupang. Undergraduate thesis, Universitas Katolik Widya Mandira.

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Abstract

Research by Apolonia Jafrisma (31122003) entitled "Analysis of the Influence of Live TikTok Preloved Clothing Products on the Consumption Patterns of Students of the Faculty of Economics and Business, Widya Mandira Catholic University, Kupang" Supervised by Mr. Adrianus Ketmoen, S.E., M.M as supervisor 1. and Mrs. Maria Imakulata Pongge, S.E., M.Ec.Dev as supervisor 2, dis cusses the use of Live TikTok as a student shopping medium that encourages impulsive buying problems and less rational consumption patterns. The purpose of this study was to analyze the influence of TikTok Live, preloved clothing products, promotions, and discounts on the consumption patterns of students at the Faculty of Economics and Business. The quantitative research method used a survey approach. Data were collected through questionnaires from 10 0 students as a sample of 1,362 students determined using the Slovin formula. Data analysis was performed using SPSS with descriptive statistical techniques, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination R^2. The results showed that TikTok Live with a t_(count) value of 10.533 and a sig value of 0.000 <0.05 had a positive and significant effect on student consumption patterns. The Preloved Clothing variable with a t_(count) value of -2.530 sig 0.013 <0.05 had a negative and significant effect on student consumption patterns. The Promotion and Discount variable with a t_(count) value of 13.333 sig 0.000 <0.005 had a positive and significant effect on student consumption patterns. So simultaneously, the three variables of TikTok live, Preloved Clothing Promotion and Discount have a significant effect on student consumption patterns F_(count)250.422, sig. 0.000<0.05, value 0.887 or 88.7%. The study's conclusions indicate that TikTok Live, along with promotions and discounts, tend to increase students' purchase frequency and spending, while preloved clothing plays a role in curbing overconsumption. Therefore, students are expected to increase their awareness and ability to control their consumption patterns to maintain rationality and meet their needs, particularly when utilizing TikTok Live as a shopping tool.

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