Rahmadiani, Mulia (2026) Pengaruh Content Marketing, Influencer Marketing, dan Persepsi Harga terhadap Keputusan Pembelian Produk Sunscreen Nivea pada Pengguna TikTok Gen Z di Surabaya. Undergraduate thesis, UPN Veteran Jatim.
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Abstract
The widespread use of social media and the escalating competition in the digital business environment have encouraged companies to formulate effective marketing strategies to drive consumers' purchasing decisions. Content marketing, influencer marketing, and price perception are regarded as key determinants influencing consumer purchasing behavior, particularly for skincare products such as sunscreen among Gen Z, who are active TikTok users. Specifically, this study aims to investigate the influence of content marketing, influencer marketing, and price perception on the purchasing decisions of NIVEA sunscreen products among Gen Z TikTok users in Surabaya. This study adopted a quantitative research approach, with the target population consisting of Gen Z consumers in Surabaya who actively use TikTok and have purchased and used NIVEA sunscreen products. The sample was selected using the purposive sampling method, resulting in a total of 104 eligible respondents. Primary data were gathered through a structured questionnaire using a Likert scale and subsequently analyzed using PLS-SEM. The empirical findings demonstrate that content marketing, influencer marketing, and price perception have a positive and significant influence on the purchasing decisions of NIVEA sunscreen products among Gen Z. Keywords: Content Marketing, Influencer Marketing, Price Perception, Purchase Decision.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Mulia Rahmadiani | ||||||||
| Date Deposited: | 15 Jul 2026 07:12 | ||||||||
| Last Modified: | 15 Jul 2026 07:56 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55443 |
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