Pengaruh E-Wom, Content Marketing dan Brand Image terhadap Purchase Decision di Tiktok dengan Trust sebagai Mediator

SEPTIANA, RIZKI GALURA (2024) Pengaruh E-Wom, Content Marketing dan Brand Image terhadap Purchase Decision di Tiktok dengan Trust sebagai Mediator. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of Electronic Word of Mouth (E-WOM), Content Marketing, and Brand Image on Purchase Decisions for skincare products on TikTok with Trust as an intervening variable. This research uses quantitative methods with Structural Equation Modeling Partial Least Square (SEM-PLS) analysis. Data was collected through an online survey of 100 TikTok user respondents who had purchased skincare products through the Tiktok application. The research results show that E-WOM and Content Marketing have a positive and significant influence on Purchase Decisions for skincare products on TikTok. On the other hand, Brand Image does not show a significant influence on Purchase Decision. Furthermore, Trust is proven to be able to mediate the influence of EWOM and Content Marketing on Purchase Decisions. This research confirms that effective E-WOM and Content Marketing strategies have an important role in influencing purchasing decisions for skincare products on TikTok. Penelitian ini bertujuan untuk menganalisis pengaruh Electronic Word of Mouth (E-WOM), Content Marketing, dan Brand Image terhadap Purchase Decision produk skincare di TikTok dengan Trust sebagai variabel intervening. Penelitian ini menggunakan metode kuantitatif dengan analisis Structural Equation Modeling Partial Least Square (SEM-PLS). Data dikumpulkan melalui survei online terhadap 100 responden pengguna TikTok yang pernah membeli produk skincare melalui aplikasi Tiktok. Hasil penelitian menunjukkan bahwa E-WOM dan Content Marketing memiliki pengaruh positif dan signifikan terhadap Purchase Decision produk skincare di TikTok. Sebaliknya, Brand Image tidak menunjukkan pengaruh yang signifikan terhadap Purchase Decision. Lebih lanjut, Trust terbukti mampu memediasi pengaruh E-WOM dan Content Marketing terhadap Purchase Decision. Penelitian ini menegaskan bahwa strategi E-WOM dan Content Marketing yang efektif memiliki peran penting dalam mempengaruhi keputusan pembelian produk skincare di TikTok.

Item Type: Thesis (S2)
Call Number CD: CD/551. 24 075
NIM/NIDN Creators: 55121120008
Uncontrolled Keywords: Purchase Decision, Trust, E-Wom, Content Marketing, Brand Image
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 006 Special Computer Methods/Metode Komputer Tertentu > 006.7 Multimedia Systems/Sistem-sistem Multimedia > 006.75 Social Multimedia/Multimedia Social > 006.754 Online Social Network/Situs Jejaring Sosial, Sosial Media
000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 020 Library and Information Sciences/Perpustakaan dan Ilmu Informasi > 025 Operations, Archives, Information Centers/Operasional Perpustakaan, Arsip dan Pusat Informasi, Pelayanan dan Pengelolaan Perpustakaan > 025.2 Acquisitions and Collection Developtment/Akuisisi dan Pengembangan Koleksi Perpustakaan > 025.23 Acquisition Through Purchase/Akuisisi Melalui Pembelian
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: Pascasarjana > Magister Manajemen
Depositing User: ANANDA NADIRA PUTRI
Date Deposited: 24 Sep 2024 04:07
Last Modified: 24 Sep 2024 04:16
URI: http://repository.mercubuana.ac.id/id/eprint/91734

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