Armana, Nadila Ayu Citra (2024) PENGARUH CONTENT MARKETING, INFLUENCER MARKETING DAN ELECTRONIC WORD OF MOUTH PADA PLATFORM TIKTOK TERHADAP LOYALITAS KONSUMEN PRODUK KANZLER (Studi Pada Konsumen Produk Kanzler di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Currently, social media is an important platform for business people to market their products based on current developments so as not to miss trends. Against the background of the emergence of social media and the convenience of the Internet, a number of companies including PT Macroprima Panganutama in marketing Kanzler products have used content marketing and influencer marketing as strategies to attract customers. Apart from that, business people can easily convey information about their products or services in various forms such as text, images and videos, namely the concept of electronic word of mouth marketing. This research is a study of the influence of content marketing, influencer marketing, and electronic word of mouth on the TikTok platform on consumer loyalty for Kanzler products in Surabaya. The purpose of this research is to find out whether content marketing, influencer marketing, and electronic word of mouth have an effect on consumer loyalty. Sampling was obtained using the purposive sampling method with a sample size of 100 respondents. This research uses a quantitative approach with data obtained through distributing questionnaires and processed using multiple linear regression analysis. The research results show that content marketing has a positive and significant effect on consumer loyalty, influencer marketing has a positive and significant effect on consumer loyalty, and electronic word of mouth has no effect on consumer loyalty. Keywords: marketing, content marketing, influencer marketing, electronic word of mouth, consumer loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | NADILA AYU CITRA ARMANA | ||||||||
| Date Deposited: | 01 Jul 2024 04:46 | ||||||||
| Last Modified: | 01 Jul 2024 04:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/24862 |
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