Pangestuti, Imaniar Dila Nur (2026) Pengaruh Content Marketing, Influencer Credibility, Dan Customer Satisfaction Terhadap Loyalitas Pelanggan Produk Glad2Glow (Studi Pada Pengguna TikTok Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine the effects of content marketing, influencer credibility, and customer satisfaction on customer loyalty of Glad2Glow products on TikTok users in Surabaya. This study employs an associative research design with a quantitative approach. The population consists of TikTok users in Surabaya who have used Glad2Glow products, with a sample of 150 respondents. Respondents were selected using a non-probability technique with purposive sampling based on the criteria being at least 17 years old, residing in Surabaya, using the TikTok platform and having interacted with Glad2Glow marketing content, and having purchased and used Glad2Glow products at least twice in the past six months. Data were collected using a Likert-scale questionnaire and analyzed through validity tests, reliability tests, classical assumption tests, multiple linear regression, F-tests, t-tests, and the coefficient of determination using SPSS version 31. The finding indicate that: (1) content marketing, influencer credibility, and customer satisfaction simultaneously have a positive and significant effect on customer loyalty; (2) content marketing partially has a positive and significant effect on customer loyalty; (3) influencer credibility partially has a positive and significant effect on customer loyalty; and (4) customer satisfaction partially has a positive and significant effect on customer loyalty.
| 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: | Imaniar Dila Nur Pangestuti | ||||||||
| Date Deposited: | 31 Aug 2026 03:05 | ||||||||
| Last Modified: | 31 Aug 2026 05:23 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59283 |
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