Jannah, Alkhila Habibatul (2025) Pengaruh Content Marketing dan Electronic Word of Mouth (E-WOM) terhadap Minat Beli Produk Tenue de Attire pada Pengguna TikTok Gen Z Surabaya dengan Brand Awareness sebagai Variabel Mediasi. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The rapid development of social media, particularly TikTok, has become a strategic opportunity for fashion brands to expand their marketing reach, including Tenue de Attire. However, it has been found that despite frequently appearing on the For You Page (FYP), many users remain unaware that Tenue de Attire is a brand that sells fashion products. This study aims to analyze the influence of content marketing and electronic word of mouth (e-WOM) on purchase intention, with brand awareness as a mediating variable. The population of this study consists of Generation Z TikTok users in Surabaya. The sampling method employed is purposive sampling, with a total of 126 respondents. The data analysis technique used is component-based Structural Equation Modeling (SEM) using Partial Least Squares (PLS) with the SmartPLS 3.0 software. The results of this study indicate that content marketing has no significant effect on brand awareness. In contrast, electronic word of mouth (e-WOM) has a positive and significant effect on brand awareness. Furthermore, brand awareness positively and significantly affects purchase intention. Content marketing does not significantly influence purchase intention through brand awareness, while electronic word of mouth (e-WOM) positively and significantly influences purchase intention through brand awareness.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Alkhila Habibatul Jannah | ||||||||
| Date Deposited: | 16 Jun 2025 02:05 | ||||||||
| Last Modified: | 16 Jun 2025 02:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/37726 |
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