Layli, Rani Maghfiratul (2025) Pengaruh Viral Marketing, Content Marketing dan Media S0sial Tiktok terhadap Minat Beli Produk Jiniso di Kota Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20012010178.-cover.pdf Download (732kB) |
|
Text (Bab 1)
20012010178.-bab1.pdf Download (808kB) |
|
Text (Bab 2)
20012010178.-bab2.pdf Restricted to Repository staff only until 17 January 2027. Download (750kB) |
|
Text (Bab 3)
20012010178.-bab3.pdf Restricted to Repository staff only until 17 January 2027. Download (753kB) |
|
Text (Bab 4)
20012010178.-bab4.pdf Restricted to Repository staff only until 17 January 2027. Download (1MB) |
|
Text (Bab 5)
20012010178.-bab5.pdf Download (502kB) |
|
Text (Daftar Pustaka)
20012010178.-daftarpustaka.pdf Download (526kB) |
|
Text (Lampiran)
20012010178.-lampiran.pdf Restricted to Registered users only Download (1MB) |
Abstract
This research analyzes the influence of viral marketing, content marketing, and social media on interest in buying Jiniso products in Surabaya. Data analyzed using a quantitative approach with the Partial Least Square (PLS) tool, pay attention to R-Square and predictive relevance (Q2) to measure influence variables on buying interest. Researchers use non-probability methods sampling using purposive sampling technique and collecting data through questionnaire from 91 respondents. The research results show that the three variables have an influence significant impact on consumer buying interest. Viral marketing increases attraction products through positive customer reviews, which builds trust and encourage purchases. Content marketing provides product descriptions more accurate and detailed, increasing consumer confidence. Social media plays an important role in building interactive relationships with followers, creates emotional closeness to the brand, and strengthens purchasing interest. This research shows that the combination of marketing strategies through media social, quality content and strong virality can increase loyalty consumers and strengthen the position of the Jiniso brand in the Indonesian fashion market. Keywords: Content Marketing, Tiktok Social Media, Purchase Interest, Viral Marketing
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Rani Maghfiratul Layli | ||||||||
| Date Deposited: | 17 Jan 2025 07:04 | ||||||||
| Last Modified: | 17 Jan 2025 07:04 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/34120 |
Actions (login required)
 |
View Item |