Davina, Kirana Laksmi (2025) Pengaruh Sales Promotion, Brand Image, dan Online Customer Review di Aplikasi TikTok Terhadap Keputusan Pembelian Fore Coffee Cabang BG Junction Mall Surabaya. (The Influence of Sales Promotion, Brand Image, and Online Customer Reviews on the TikTok App on the Purchase Decisions of Fore Coffee BG Junction Mall Branch Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
In line with the development of the times, the phenomenon of increasing coffee consumption reflects the great potential and appeal of the current coffee industry. This study aims to test and analyze the Influence of Sales Promotion, Brand Image, and Online Customer Reviews on the TikTok Application on purchasing decisions for Fore Coffee products. The background of this study is the widespread use of social media platforms, especially TikTok, as a marketing and promotional medium by various brands, including Fore Coffee. TikTok as one of the social media with a high level of engagement is considered to have great potential in influencing consumer behavior and decisions, especially the younger generation who are Fore Coffee's main target. Therefore, it is important to know the extent to which digital marketing elements such as sales promotions, brand image, and online customer reviews influence purchasing decisions. This study uses a quantitative method with data collection techniques through online questionnaires using Google Form. The population in this study were Young Generation Consumers who had purchased products from Fore Coffee at BG Junction Mall, Surabaya City. The sampling method used in this study was the Probability Sampling method. The sampling technique used was Accidental Sampling, which determined 100 respondents to be used as samples in this study. The analysis technique used is multiple linear regression analysis. The results of this study indicate that simultaneously Sales Promotion, Brand Image, and Online Customer Review influence Purchasing Decisions on young generation consumers who have purchased products from Fore Coffee at BG Junction Mall, Surabaya City.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Sales Promotion, Brand Image, Online Customer Reviews, TikTok, Purchasing Decisions, Fore Coffee |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Administrasi Bisnis |
| Depositing User: | 1122100027 Kirana Laksmi Davina |
| Date Deposited: | 22 Mar 2002 16:48 |
| Last Modified: | 22 Mar 2002 16:48 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/39537 |
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