Shinta, Nadi Patala (2024) Pengaruh Affiliate Marketing dan Online Customer Reviews Tiktok Shop Terhadap Keputusan Pembelian Pada Generasi Z di Surabaya. (The Influence of Affiliate Marketing and Online Customer Reviews of Tiktok Shop on Purchase Decisions in Generation Z in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Global consumer behavior is currently shifting from offline shopping to online shopping. This is because people want something that is easy and practical. This intense competition encourages business actors to improve marketing strategies in order to reach a wider market. The existence of social media is a help for business actors to carry out their marketing strategies. The right decision for TikTok which then introduced its social commerce, namely TikTok Shop. This research aims to determine the influence of affiliate marketing and online customer reviews of TikTok Shop on generation Z purchasing decisions in Surabaya. The research method used in this research is a descriptive method with a quantitative approach. The sampling technique used in this research is non-probability sampling (non-random sampling). The respondents in this research were 100 people, namely generation Z in Surabaya. Data collection uses e-questionnaires using Google Form media. The research results show that affiliate marketing and online customer reviews of TikTok Shop have a positive and significant effect, both partially and simultaneously, on generation Z purchasing decisions in Surabaya.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Affiliate Marketing; Online Customer Reviews; Buying Decision; TikTok Shop |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000069 Nadi Patala Shinta |
| Date Deposited: | 06 Dec 2024 04:02 |
| Last Modified: | 06 Dec 2024 04:02 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/32016 |
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