Putri, Danisa (2026) Pengaruh Content Marketing, Online Customer Review, dan Influencer Marketing Terhadap Keputusan Pembelian Produk Hanasui Pada Aplikasi TikTok(Studi Pada Masyarakat Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
DANISA PUTRI, 22042010099, THE INFLUENCE OF CONTENT MARKETING, ONLINE CUSTOMER REVIEWS, AND INFLUENCER MARKETING ON HANASUI PRODUCT PURCHASE DECISIONS ON THE TIKTOK APP (A Study on the People of Surabaya) This study aims to determine and analyze the influence of Content Marketing, Online Customer Review, and Influencer Marketing, both simultaneously and partially, on the Purchase Decisions of Hanasui products on the TikTok application in Surabaya. The research method employed is quantitative associative with a sample of 172 respondents selected via non-probability purposive sampling, and the data were analyzed using multiple linear regression with SPSS software. The results indicate that simultaneously (F-test), the three independent variables significantly influence purchase decisions with an Fcount value of 321.830 > Ftable 2.66. Partially (t-test), Content Marketing, Online Customer Review, and Influencer Marketing are all proven to have a significant and positive effect on purchase decisions, with Influencer Marketing identified as the most dominant variable influencing consumers. The coefficient of determination (R Square) of 0.852 indicates that these three variables contribute 85.2% to the variation in Hanasui product purchase decisions on TikTok.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | danisa putri | ||||||||
| Date Deposited: | 20 Jul 2026 04:26 | ||||||||
| Last Modified: | 20 Jul 2026 04:26 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55922 |
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