Wanda, Citra Lailatul (2026) Pengaruh Content Marketing, Electronic Word Of Mouth dan Brand Trust Terhadap Keputusan Pembelian Produk Skin1004 melalui TikTok Shop di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Business competition in the current digital era is becoming increasingly intense and dynamic, particularly in the beauty industry, which is rapidly growing through e-commerce and social commerce platforms. One of the skincare brands that has gained significant popularity is Skin1004, which is marketed through TikTok Shop. This study aims to examine the influence of content marketing, electronic word of mouth (e-WOM), and brand trust on the purchase decisions of Skin1004 products through TikTok Shop among consumers in Surabaya. This research employs a quantitative approach, with a population consisting of consumers aged 17–35 years who have purchased Skin1004 products through TikTok Shop and reside in Surabaya. The sample consists of 150 respondents selected using a non-probability sampling method with a purposive sampling technique. The data analysis technique used is multiple linear regression, processed using SPSS version 31 software. The results indicate that, simultaneously, content marketing, e-WOM, and brand trust have a significant influence on purchase decisions. Partially, all three variables have a positive and significant effect on purchase decisions, where engaging content marketing, positive e-WOM, and strong brand trust are able to enhance consumer purchase decisions.
| 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: | Citra Lailatul Wanda | ||||||||
| Date Deposited: | 12 May 2026 07:46 | ||||||||
| Last Modified: | 12 May 2026 07:46 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51712 |
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