Azmi, Afifah Ulul (2024) Pengaruh Pemasaran Media Sosial TikTok, Kualitas Produk, Dan Kepuasan Konsumen Terhadap Loyalitas Konsumen (Studi Pada Konsumen Scarlett Whitening di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to analyze the influence of marketing via TikTok social media, product quality, and consumer satisfaction on consumer loyalty to Scarlett Whitening products in Surabaya. In facing the digital era, marketing via social media has become an integral part of a company's marketing strategy. This research uses a quantitative approach by collecting data through questionnaires distributed to 100 respondents to Scarlett Whitening consumers in Surabaya. The sampling and population techniques used are nonprobability sampling and unknown population. This research aims to analyze the influence of TikTok social media marketing, product quality, and consumer satisfaction on consumer loyalty among Scarlett Whitening consumers in Surabaya. The type of data used in this research is primary data, namely data collected and directly obtained directly from the research object. This research uses the SPSS (Statistical Package for the Social Sciences) application. The data analysis technique used is multiple linear regression analysis to test the influence of the independent variables (TikTok social media marketing, product quality, and consumer satisfaction) on the dependent variable (consumer loyalty). The results of the analysis show that simultaneously marketing via TikTok social media, product quality and consumer satisfaction significantly have a positive effect and contribute to consumer loyalty towards Scarlett Whitening products in Surabaya. The results of this research provide an in-depth understanding of the importance of social media marketing strategies, especially on TikTok social media, improving product quality, and consumer satisfaction in building consumer loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | AFIFAH ULUL AZMI | ||||||||
| Date Deposited: | 26 Feb 2024 06:46 | ||||||||
| Last Modified: | 26 Feb 2024 06:46 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21148 |
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