Sahripah, Nuris (2024) Pengaruh Influencer, Content Marketing dan E-Wom Terhadap Keputusan Pembelian di Tiktok Shop Pada Generasi Z Universitas 17 Agustus 1945 Surabaya. (The Influence of Influencers, Content Marketing, and E-WOM on Purchase Decisions on TikTok Shop Among Generation Z at 17 August 1945 University Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan menganalisis Pengaruh Influencer, Content Marketing dan E-Wom terhadap keputusan pembelian di Tiktok Shop Pada Generasi Z Universitas 17 Agustus 1945 Surabaya. Metodenya adalah kuantitatif dengan kuesioner sebagai alat pengumpulan data, dianalisis menggunakan IBM SPSS Versi 27. Sampelnya terdiri dari 100 responden mahasiswa Universitas 17 Agustus 1945 Surabaya Program Studi Manajemen Angkatan 2020 - 2022. Uji instrument melibatkan uji validitas, reliabilitas, dan analisis regresi linier berganda dengan Uji T, Uji F, dan koefisien determinasi (R2). Hasilnya menunjukkan bahwa semua indikator valid dan reliabel. Uji T menyatakan bahwa Pengaruh Influencer, Content Marketing dan E-Wom secara parsial berpengaruh positif signifikan terhadap Keputusan Pembelian di Tiktok Shop. Uji F menunjukkan bahwa secara simultan ketiga variabel tersebut berpengaruh signifikan. Uji koefisien determinasi menunjukkan pengaruh variabel independen sebesar 27,9%, sementara 72,1% dipengaruhi oleh variabel lain diluar model penelitian. Temuan ini memiliki relevansi dalam era digital dan tren belanja online, serta implikasinya dapat menjadi dasar pengembangan strategi Pemasaran yang lebih efektif, terutama untuk Tiktok Shop dan bisnis lain yang ingin memahami Keputusan Pembelian mahasiswa secara online.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Influencer, Content Marketing, E-Wom, Keputusan |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212000187 Nuris Sahripah |
| Date Deposited: | 17 Oct 2001 19:16 |
| Last Modified: | 17 Oct 2001 19:16 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/38458 |
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