Pengaruh Penggunaan Content Marketing, Varian Produk, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Bittersweet By Najla di Platform TikTok. (The Effect of the Use of Content Marketing, Product Variants, and Product Quality on Bittersweet By Najla Product Purchase Decisions on the TikTok Platform).

Susanti, Dila (2024) Pengaruh Penggunaan Content Marketing, Varian Produk, dan Kualitas Produk Terhadap Keputusan Pembelian Produk Bittersweet By Najla di Platform TikTok. (The Effect of the Use of Content Marketing, Product Variants, and Product Quality on Bittersweet By Najla Product Purchase Decisions on the TikTok Platform). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The internet has become an inseparable medium from modern life, not only as a source of information but also as a significant business opportunity. Business people can use social media to carry out promotions and increase sales with cheaper marketing costs and can reach a wider audience. TikTok is one of the social media that is currently popular with business people to promote their products by uploading photos or videos, which is usually called content marketing. In content marketing, the perpetrator will explain product specifications such as product variants and quality so that consumers know and are interested in making a purchase. The culinary business is now becoming increasingly popular because it is related to basic human needs, namely eating, especially with the emergence of unique culinary trends that have become people's lifestyle. There is one food and beverage industry that is actively using TikTok as a promotional medium, namely Bittersweet by Najla, which has been nicknamed the number 1 dessert box pioneer in Indonesia. This research aims to find out how the use of content marketing, product variants and product quality influences the decision to purchase Bittersweet by Najla products on the TikTok platform. Where purchasing decisions cannot be separated from the quality and variants of a product marketed by the company through content marketing. This research is quantitative research with explanatory research and descriptive research models. In this research there were 100 respondents from TikTok platform users. with an age range of 15-45 years, have purchased and consumed Bittersweet by Najla products which were taken using a purposive sampling technique using the Cochran formula. Data collection in this research was carried out using a questionnaire after which testing was carried out. Based on the research results, it shows that content marketing, product variants and product quality have a positive and significant effect on purchasing decisions, both partially and simultaneously.

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