Madyoratri, Maria Helena Putri (2025) Analisis Content Marketing, Electronic Word Of Mouth Pada Platform Tiktok Terhadap Perilaku Konsumtif Produk The Originote. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research aims to examine the extent of the influence of content marketing and Electronic word of mouth on the consumptive behavior of The Originote products. The background of this study is based on the importance of understanding the consumptive behavior of Generation Z, which is influenced by exposure to digital content marketing and electronic interactions, such as Electronic word of mouth, especially in the context of local skin care brands that are becoming increasingly popular among Gen Z. The research method used is a quantitative approach with a non-probability sampling technique based on purposive sampling, involving 100 Gen Z respondents in Surabaya. Data were collected through questionnaires and analyzed using multiple linear regression to test the partial and simultaneous effects of content marketing and Electronic word of mouth on consumptive behavior. The analysis results show that both simultaneously and partially, content marketing and Electronic word of mouth have a significant effect on consumptive behavior. However, Electronic word of mouth has a smaller partial effect compared to content marketing, indicating that The Originote digital marketing strategy is more effective through planned content.
| 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: | Maria Maria Helena Putri - | ||||||||
| Date Deposited: | 15 Sep 2025 02:50 | ||||||||
| Last Modified: | 15 Sep 2025 02:50 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43357 |
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