Arifin, Marcella Arthamevia (2026) PENGARUH CONTENT MARKETING, ONLINE CUSTOMER REVIEW, DAN PRODUCT QUALITY TERHADAP MINAT BELI PRODUK PARFUM MYKONOS DI E-COMMERCE SHOPEE (Studi Pada Generasi Z di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to analyze the influence of content marketing, online customer reviews, and product quality on the purchase intention of Mykonos perfume products on Shopee among Generation Z in Surabaya. This study employed a quantitative approach involving 157 respondents selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using multiple linear regression with IBM SPSS Statistics. The results indicate that content marketing, online customer reviews, and product quality simultaneously and partially have a significant effect on purchase intention. The coefficient of determination (R²) of 0.311 indicates that the three independent variables explain 31.1% of the variation in purchase intention, while the remaining 68.9% is influenced by other factors beyond the scope of this study. These findings are expected to serve as a reference for companies in developing marketing strategies to enhance consumers' purchase intention.
| 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: | Marcella Arifin | ||||||||
| Date Deposited: | 06 Jul 2026 05:42 | ||||||||
| Last Modified: | 06 Jul 2026 05:42 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54645 |
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