Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian di Tik-Tok Shop (Studi Pada Pengguna Aplikasi Tik-Tok di Surabaya). (The Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (E-Wom) on Purchasing Decisions at Tik-Tok Shop (Study of Tik-Tok Application Users in Surabaya)).

Anwar, Muhammad Nurul (2023) Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth (E-Wom) Terhadap Keputusan Pembelian di Tik-Tok Shop (Studi Pada Pengguna Aplikasi Tik-Tok di Surabaya). (The Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (E-Wom) on Purchasing Decisions at Tik-Tok Shop (Study of Tik-Tok Application Users in Surabaya)). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This research aims to determine the effect of content marketing, influencer marketing, and electronic word of mouth on purchase decisions in TikTok Shop. The population in this study consists of TikTok application users in the city of Surabaya. The sample for this research was determined using purposive sampling method with the following criteria: respondents aged at least 17 years, TikTok application users, and have made at least 2 purchases from TikTok Shop. The total number of respondents in this study was 100. Data collection was done through a questionnaire. The data analysis technique used in this study was multiple linear regression analysis, processed using IBM SPSS Statistics 25. The results of this research show that content marketing has a significant influence on purchase decisions in TikTok Shop. Influencer marketing has a significant influence on purchase decisions in TikTok Shop. Electronic word of mouth has a significant influence on purchase decisions in TikTok Shop. Content marketing (X1), influencer marketing (X2), and electronic word of mouth (X3) collectively influence purchase decisions in TikTok Shop.

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