Khoiriyah, Devi (2024) Pengaruh Online Customer Review, Food Influencer dan Content Marketing Terhadap Tingkat Kunjungan Bakso Mas Roy Cabang Surabaya Timur. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to determine the influence of online customer reviews, food influencers, and content marketing on the level of customer visits at Bakso Mas Roy East Surabaya Branch. The research was carried out using quantitative methods with an associative approach, the population used was all customers of the East Surabaya branch of Mas Roy meatballs. A sample of 194 respondents who were met by the author at the research location, these results were obtained using the Slovin formula. Various statistical tests are used, including validity, reliability, and classic assumptions such as normality, multicollinearity, heteroscedasticity, and autocorrelation. In addition, multiple linear regression tests, F tests, and T tests were also carried out. The research results show that simultaneously, online customer reviews, food influencers, and content marketing have a significant positive impact on the level of customer visits. However, partially, it was found that online customer reviews had a negative influence on the level of customer visits. On the other hand, food influencers and content marketing show a significant positive influence on increasing the level of customer visits at Bakso Mas Roy East Surabaya Branch. These results provide important insights for the marketing and management strategy of Bakso Mas Roy in increasing attraction and customer visits. Keywords: online customer reviews, food influencers, content marketing, level of customer visits
| 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: | Devi Khoriyah Khoiriyah | ||||||||
| Date Deposited: | 14 Mar 2024 07:35 | ||||||||
| Last Modified: | 14 Mar 2024 07:35 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21399 |
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