Afrella, Galuh Rika (2024) Pengaruh Content Marketing,Viral Marketing, dan Online Customer Review terhadap Keputusan Pembelian produk sepatu PVN pada Mahasiswa di Surabaya. (The Influence of Content Marketing, Viral Marketing, and Online Customer Reviews on the Purchase Decision of PVN Shoe Products on Students in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In this day and age, shoes are an important part of the current style of appearance, especially local shoe brands which have experienced very rapid growth following advances in technology.The quality of local shoes is increasingly developing in the business world, in contrast to the past where localshoe brands were only looked at one eye and choose to use foreign shoe brandsbecause of a lack of knowledge about the quality of local shoes, but as time goes by, the local shoe business is growing and many people are interested, one of the reasons is the increasing quality of the products. So there is a high level of interest in sales. There are more and more competitors in the local shoe business. Currently, sales competition is getting tighter and thereis a need for efficient innovation, namely by increasing sales with the intervention of Digital Marketing, with sales efforts using Content Marketing, Viral Marketing, Online Customer strategies. review. To attract consumers without coming directly to the place, one of the local shoes that is growing in purchase is products from PT. Jaya Sukses International namely PVNshoes. This research uses quantitative methods, with the analytical techniques used in this research being Multiple Linear Analysis, R2 Determination Test, and Hypothesis Testing (t Testand F Test). The results of this research partially show that the calculated t value > t table (4.834>1.661) for Content Marketing, (4.473>1.661) for Viral Marketing, (4.556>1.661) for Online Customer Reviews. The purpose of thisresearch isto determine the influence of Content Marketing (X1), Viral Marketing (X2), Online Customer Reviews (X3) on Purchasing Decisions. These results are proven through the t test (partial) that Content Marketing influences Purchasing Decisions, Viral Marketing also influences Purchasing Decisions and Online Customer Reviews influences Purchasing Decisions.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Content Marketing, Viral Marketing, Online Customer Review |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122000138 Galuh Rika Afrella |
| Date Deposited: | 14 Oct 2024 03:45 |
| Last Modified: | 14 Oct 2024 03:45 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/33720 |
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