Haryadhi, Panji Tetuko (2025) Pengaruh Strategi Viral Marketing dan Brand Awareness Terhadap Keputusan Pembelian Produk Skincare Skintific Pada Platform Tiktok Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Skintific skincare products have become one of the fastest-growing brands through digital marketing on the TikTok platform. This phenomenon highlights the need for a deeper understanding of the factors influencing consumer purchasing decisions, particularly viral marketing strategies and brand awareness. This study analyzes how these two variables play a role in shaping consumer purchasing decisions in Surabaya. The research uses a quantitative approach with a survey method involving 115 respondents who meet the criteria as TikTok users and Skintific consumers. The findings reveal that viral marketing has a positive and significant impact on increasing interest and leading to purchasing decisions, while brand awareness strengthens consumer trust and positions Skintific as one of the top choices in the skincare category. These results emphasize the importance of integrating creative and consistent strategies to enhance brand competitiveness amid the intense skincare industry competition.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Panji Tetuko Haryadhi | ||||||||
| Date Deposited: | 11 Sep 2025 05:05 | ||||||||
| Last Modified: | 11 Sep 2025 05:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/42514 |
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