PENGARUH CONTENT MARKETING, CELEBRITY ENDORSER, DAN ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI FASHION (Studi Pada Generasi Z di Indonesia)

ARYANI, NADIA (2022) PENGARUH CONTENT MARKETING, CELEBRITY ENDORSER, DAN ELECTRONIC WORD OF MOUTH PADA MEDIA SOSIAL TIKTOK TERHADAP MINAT BELI FASHION (Studi Pada Generasi Z di Indonesia). S1 thesis, Universitas Mercu Buana Jakarta.

[img]
Preview
 Text (HAL COVER)
01 cover.pdf
Download (326kB) | Preview
[img]
Preview
 Text (ABSTRAK)
02 abstrak.pdf
Download (119kB) | Preview
[img] Text (BAB I)
03 Bab I.pdf
Restricted to Registered users only
Download (532kB)
[img] Text (BAB II)
04 Bab II.pdf
Restricted to Registered users only
Download (438kB)
[img] Text (BAB III)
05 Bab III.pdf
Restricted to Registered users only
Download (396kB)
[img] Text (BAB IV)
06 Bab IV.pdf
Restricted to Registered users only
Download (445kB)
[img] Text (BAB V)
07 Bab V.pdf
Restricted to Registered users only
Download (169kB)
[img] Text (DAFTAR PUSTAKA)
08 Daftar Pustaka.pdf
Restricted to Registered users only
Download (230kB)
[img] Text (LAMPIRAN)
09 Lampiran.pdf
Restricted to Registered users only
Download (1MB)

Abstract

This study aims to analyze the effect of content marketing, celebrity endorser, and electronic word of mouth on TikTok social media on fashion purchasing intention. The population in this study is Generation Z in Indonesia who are TikTok social media users. The sample used was 200 respondents, which was obtained using purposive sampling method. The research method used is quantitative method, with data collection using survey methods. The data analysis method used in this study is the Structural Equation Model (SEM), using the SmartPLS software version 3.0. This study proves that content marketing has a positive and significant effect on purchasing intention. Celebrity endorsers have a positive and significant effect on purchasing intention. Electronic Word of Mouth has a positive and significant effect on purchasing intention. Keywords: Content Marketing, Celebrity Endorser, Electronic Word of Mouth, Purchasing Intention, TikTok, Generation Z. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, celebrity endorser, dan electronic word of mouth pada media sosial TikTok terhadap minat beli fashion. Populasi dalam penelitian ini adalah generasi Z di Indonesia yang merupakan pengguna media sosial TikTok. Sampel yang dipergunakan sebanyak 200 responden, yang diperoleh menggunakan metode purposive sampling. Metode penelitian yang digunakan dalah metode kuantitatif, dengan pengumpulan data menggunakan metode survey. Metode analisis data yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM), menggunakan perangkat lunak SmartPLS versi 3.0. Penelitian ini membuktikan bahwa content marketing berpengaruh positif dan signifikan terhadap minat beli. Celebrity endorser berpengaruh positif dan signifikan terhadap minat beli. Electronic word of mouth berpengaruh positif dan signifikan terhadap minat beli. Kata Kunci: Content Marketing, Celebrity Endorser, Electronic Word of Mouth, Minat Beli, TikTok, Generasi Z.

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 382
Call Number: SE/31/23/028
NIM/NIDN Creators: 43118110399
Uncontrolled Keywords: Content Marketing, Celebrity Endorser, Electronic Word of Mouth, Minat Beli, TikTok, Generasi Z.
Subjects: 100 Philosophy and Psychology/Filsafat dan Psikologi > 150 Psychology/Psikologi > 155 Differential and Developmental Psychology/Psikologi Diferensial dan Psikologi Perkembangan > 155.5 Psychology of Young People Twelve to Twenty/Psikologi Remaja
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 21 Jan 2023 05:51
Last Modified: 21 Jan 2023 05:51
URI: http://repository.mercubuana.ac.id/id/eprint/73636

Actions (login required)

View Item View Item
UMB Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.