Ardi, Oktaviana Nawang (2025) Pengaruh Content Marketing,E-WOM, dan Product Quality Terhadap Repurchase Intention (Studi Pada Generasi Z yang Membeli Skincare COSRX Pada Platform TikTok di Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research is based on the emergence of various types of skincare that are being discussed by Gen Z regarding products or skincare originating from South Korea on the TikTok platform. The main purpose of this study is to examine and further analyze content marketing, E-WOM, and product quality on the repurchase intention of COSRX skincare products in Surabaya City. This study involved 100 samples of respondents who had bought and used COSRX skincare from Gen Z in Surabaya City. The method used is a quantitative approach with non-probability sampling technique through purposive sampling and primary data analysis. The analysis technique uses multiple linear regression analysis and data processing using the SPSS program. The results obtained show that the F test produces an fcount of 99.290 > ftable 270 with a sign value. 0.00 <0.05, then H1 is accepted. The T test in content marketing produces a tcount of 5.964> t table 1.985, for E-WOM produces a tcount of 3.367> t table 1.985, and product quality produces a tcount of 2.538> t table 1.985. So, the results of the T test H2, H3, and H4 are accepted. Based on these results, it can be concluded that content marketing, E-WOM, and product quality simultaneously have a significant effect on repurchase intention. Partially, content marketing, E-WOM, and product quality have a significant effect on repurchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Oktaviana Nawang Ardi | ||||||||
| Date Deposited: | 27 May 2025 03:57 | ||||||||
| Last Modified: | 27 May 2025 03:57 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36554 |
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