Fauzi, Muhammad (2025) Pengaruh Online Customer Review dan Content Marketing Terhadap Minat Beli Sepatu Bata Di Tiktok Shop Pada Generasi Z Di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Digital transformation has changed consumer behavior, especially among Generation Z, who are more responsive to online content and online reviews when making individual purchasing decisions. The following study focuses on researching the influence of Online Customer Reviews and Content Marketing on Gen Z's interest in purchasing Bata shoes on TikTok Shop in Surabaya. This study adopts a quantitative approach using a survey method, involving 100 active TikTok users residing in Surabaya who filled out a questionnaire. The Partial Least Squares (PLS) method was used as the data analysis approach in this study. Empirical findings show that the variables of Online Customer Reviews and Content Marketing, both jointly and separately, have a positive and significant effect on consumer purchasing interest. This indicates that companies need to improve the quality of digital content and pay attention to consumer reviews in their marketing strategies to attract Generation Z's purchasing interest.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Fauzi Muhammad | ||||||||
| Date Deposited: | 22 Oct 2025 08:17 | ||||||||
| Last Modified: | 22 Oct 2025 08:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/45689 |
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