Ainiya, Khurrotun (2025) Pengaruh Buzzer Marketing, Influencer Marketing, dan Brand Trust Terhadap Purchase Intention pada Produk Wardah di TikTok Shop pada Mahasiswa Prodi Manajemen Universitas 17 Agustus 1945 Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh buzzer marketing, influencer marketing, dan brand trust terhadap purchase intention produk Wardah di TikTok Shop. Latar belakang penelitian didasarkan pada meningkatnya penggunaan TikTok Shop sebagai platform social commerce serta pentingnya strategi pemasaran digital dalam memengaruhi minat beli konsumen, khususnya pada industri kosmetik yang menuntut kepercayaan merek. Metode penelitian menggunakan pendekatan kuantitatif dengan kuesioner yang disebarkan kepada 100 responden. Data dianalisis melalui uji validitas, reliabilitas, uji asumsi klasik, dan regresi linier berganda. Hasil penelitian mengindikasi bahwasanya seluruh instrumen valid dan reliabel serta model memenuhi asumsi klasik. Secara parsial, buzzer marketing, influencer marketing, dan brand trust berpengaruh secara signifikan terhadap purchase intention, dengan koefisien masing masing senilai 0,494, 0,362, dan 0,264. Secara simultan, ketiga variabel juga berpengaruh signifikan. Nilai koefisien determinasi senilai 0,535 mengindikasi bahwasanya variasi purchase intention dijelaskan oleh ketiga variabel tersebut.
| Item Type: | Thesis (Undergraduate) |
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| Uncontrolled Keywords: | Buzzer Marketing, Influencer Marketing, Brand Trust, Purchase Intention. |
| Subjects: | H Social Sciences > HB Economic Theory |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Ekonomi Manajemen |
| Depositing User: | 1212200075 Khurrotun Ainiya |
| Date Deposited: | 30 Jun 2026 04:57 |
| Last Modified: | 30 Jun 2026 04:57 |
| URI: | http://repository.untag-sby.ac.id/id/eprint/44816 |
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