Santri, Nabilla Wahyu Amanda (2024) Pengaruh Content Marketing dan Citra Merek Melalui Media Sosial Tiktok Terhadap Keputusan Pembelian Produk Tea Break di Surabaya. (The Influence of Content Marketing and Brand Image Through Tiktok Social Media on the Purchase Decision of Tea Break Products in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Marketing has changed due to advances in information and communication technology. TikTok, as one of the fastest growing social media platforms can be used as a tool to promote products. With the number of TikTok users increasing in Indonesia, understanding how effective marketing strategies using the platform are is important to support business success. The purpose of this study is to determine and analyze the influence of Content Marketing through TikTok on purchasing decisions in Surabaya, the influence of Brand Image through TikTok on purchasing decisions in Surabaya, and the influence of Content Marketing and Brand Image through TikTok social media on the purchase decisions of Tea Break products in Surabaya. This study used a quantitative approach with purposive sampling method. Data was obtained from 100 respondents through an e-questionnaire distributed through Google Form. Data analysis was performed using descriptive statistics and multiple linear regression analysis through SPSS software. With the results of the validity test on the variables Content Marekting, Brand Image and Purchase Decision are valid with a calculation greater than the rtable. While the results of the reliability test of all variables were declared reliable with Cronbach's Alpha value greater than 0.60. The result of this study is that Content Marketing has an influence on purchasing decisions, especially because Tea Break content on TikTok is easy to understand. Brand image also has an influence on purchasing decisions, with the highest indicator being respondents who know the Tea Break brand. And simultaneously, Content Marketing and Brand Image have an influence on Tea Break product purchase decisions It is hoped that this research will provide a theoretical and practical understanding of how content marketing and brand image affect consumer behavior in the digital era.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Content Marketing, TikTok Social Media, Brand image, Purchase Decision |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000009 Nabilla Wahyu Amanda Santri |
| Date Deposited: | 11 Dec 2024 02:46 |
| Last Modified: | 11 Dec 2024 02:46 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33044 |
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