Sari, Nina Zenitha Sekar (2024) PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SUNSCREEN AZARINE PADA PENGGUNA TIKTOK GEN Z DI SURABAYA. Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
20012010167-cover.pdf Download (1MB) |
|
Text (BAB I)
20012010167-bab1.pdf Download (698kB) |
|
Text (BAB II)
20012010167-bab2.pdf Restricted to Repository staff only until 13 August 2026. Download (320kB) |
|
Text (BAB III)
20012010167-bab3.pdf Restricted to Repository staff only until 13 August 2026. Download (407kB) |
|
Text (BAB IV)
20012010167-bab4.pdf Restricted to Repository staff only until 13 August 2026. Download (488kB) |
|
Text (BAB V)
20012010167-bab5.pdf Download (211kB) |
|
Text (DAFTAR PUSTAKA)
20012010167-daftarpustaka.pdf Download (225kB) |
|
Text (LAMPIRAN)
20012010167-lampiran.pdf Restricted to Repository staff only until 13 August 2026. Download (490kB) |
Abstract
The demand for skincare products has an impact on the increasing number of cosmetic companies, causing competition in the industry to be very competitive. One of the local beauty industry brands that is successful and well-known to date is Azarine Cosmetic. The marketing strategy carried out by Azarine Cosmetic is to create marketing content on TikTok social media and collaborate with marketing influencers. This study aims to determine the effect of content marketing and influencer marketing on purchasing decisions for Azarine sunscreen products for TikTok Gen Z users in Surabaya. This study uses a quantitative approach. The sample used is Gen Z who uses TikTok and lives in Surabaya, has bought or used Azarine sunscreen products, and has seen influencer content related to Azarine sunscreen products. Sampling using the non-probability sampling method, namely purposive sampling. The number of samples is 105 respondents. The research technique used in this study is using smartPLS software. Based on the results of this study, it shows that the content marketing and influencer marketing variables are able to contribute to the purchasing decision of Azarine sunscreen products among TikTok Gen Z users in Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nina Zenitha Sekar Sari | ||||||||
| Date Deposited: | 13 Aug 2024 10:36 | ||||||||
| Last Modified: | 13 Aug 2024 10:36 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/28227 |
Actions (login required)
 |
View Item |