Sulthony, Yanuar Bhakti (2026) Pengaruh Content Marketing Dan Online Customer Review Terhadap Keputusan Pembelian Sepatu Sandal Carvil Pada Aplikasi Tiktok Di Surabaya. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Social media has become a dominant and effective marketing tool. TikTok, initially known as an entertainment platform, has now transformed into a powerful e-commerce channel. PT Carvil Abadi, a local Indonesian brand producing shoes and sandals, had long maintained a strong market leadership position; however, in 2024, it experienced a significant decline and faced increasing competition from other brands. The main objective of this study is to analyze the influence of Content Marketing and Online Customer Reviews on purchasing decisions for Carvil sandals and shoes on the TikTok application in Surabaya. Data were collected quantitatively using a survey method, involving 100 respondents identified as TikTok users who had previously purchased Carvil products. The data were processed and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM). The findings indicate that content marketing and online customer reviews have a significant influence on purchasing decisions. This suggests that companies need to enhance and optimize the quality of their digital content while also paying close attention to customer reviews in order to improve purchasing decisions
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HC Economics 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: | Yanuar Bhakti Sultony | ||||||||
| Date Deposited: | 21 May 2026 03:15 | ||||||||
| Last Modified: | 21 May 2026 03:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/52031 |
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