Putri, Adelia Anggita (2023) Analisis Hubungan Antara Inovasi Produk, Inovasi Promosi, Keterlibatan Konsumen, dan Penggunaan Secara Terus Menerus Pada Media Sosial TikTok Shop. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Product Inoovation, Promotion Innovation, and Continue to use are indispensable to maintain Consumer Engagement. This study aims to determine the effect of Product Innovation on Consumer Engagement, Promotion Innovation on Consumer Engagement, and Consumer Engagement on Continue to use. This type of research when viewed from the analysis method, it can be said that this research requires a survei. The location of study is in the city of Surabaya. The population of this study were respondents of TikTok Shop social media users. The sample used in this study was 106 respondents tajken using the puposive sampling method and data collection through questinnaires which were then processed using WrapPLS 7.0. The result showed that Product Innovation has a significant effect on Consumer Engagement, Promotion Innovation has a significant effect on Consumer Engagement, and Consumer Engagement has a significant effect on Continue to Use
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | ADELIA ANGGITA PUTRI |
| Date Deposited: | 21 Jun 2023 06:02 |
| Last Modified: | 21 Jun 2023 06:02 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10903 |
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