Pengaruh Online Customer Review dan Social Media Influencer terhadap Keputusan Pembelian Parfum Lokal HMNS pada Generasi Z Pengguna TikTok di Surabaya

Ardiansyah, Kharisma Eka (2025) Pengaruh Online Customer Review dan Social Media Influencer terhadap Keputusan Pembelian Parfum Lokal HMNS pada Generasi Z Pengguna TikTok di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.

	Text (Cover) 21012010456.-cover.pdf Download (4MB)
	Text (Bab 1) 21012010456.-bab1.pdf Download (718kB)
	Text (Bab 2) 21012010456.-bab2.pdf Restricted to Repository staff only until 18 June 2027. Download (254kB)
	Text (Bab 3) 21012010456.-bab3.pdf Restricted to Repository staff only until 18 June 2027. Download (279kB)
	Text (Bab 4) 21012010456.-bab4.pdf Restricted to Repository staff only until 18 June 2027. Download (802kB)
	Text (Bab 5) 21012010456.-bab5.pdf Download (16kB)
	Text (Daftar pustaka) 21012010456.-daftarpustaka.pdf Download (253kB)
	Text (Lampiran) 21012010456.-lampiran.pdf Restricted to Repository staff only Download (1MB)

Abstract

The rapid development of digital marketing along with the increasing activity of Generation Z on social media, especially TikTok, opens up opportunities for local brands such as HMNS to influence consumer behavior, particularly in the perfume industry. This study aims to determine the influence of Online Customer Review and Social Media Influencer on the purchase decision of local HMNS perfume on Generation Z TikTok users in Surabaya City. This research method uses a quantitative approach by distributing online questionnaires to 96 respondents selected through purposive sampling method. The analysis technique used is Partial Least Square (PLS). The results of the study show that: 1. Online Customer Review has a positive and significant influence on the purchase decision of local HMNS perfume on Generation Z TikTok users in Surabaya. 2. Social Media Influencer also has a positive and significant influence on the purchase decision of local HMNS perfume on Generation Z TikTok users in Surabaya. Keywords: Generation Z; Purchase Decision; Online Customer Review; Social Media Influencer

Item Type:

Thesis (Undergraduate)

Contributors:

Contribution	Contributors	NIDN/NIDK	Email
Thesis advisor	Purwanto, Sugeng	0008016806	sugengpurwanto.mnj@upnjatim.ac.id
Thesis advisor	Raharjo, Raden Johnny Hadi	0009128406	raden.johnny.ma@upnjatim.ac.id

Subjects:

H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products

Divisions:

Faculty of Economic > Departement of Management

Depositing User:

Kharisma Eka Ardiansyah

Date Deposited:

19 Jun 2025 07:31

Last Modified:

19 Jun 2025 07:31

URI:

https://repository.upnjatim.ac.id/id/eprint/38304