Mareta, Shella Puspa (2023) Pengaruh Kepercayaan Pelanggan, Aktivitas Pemasaran Media Sosial, dan Pengalaman Pembelian terhadap Niat Beli Konsumen Somethinc pada Platform “Tiktokshop”. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Over time, social media is increasingly diverse. The social media that is currently viral and loved by people around the world is TikTok. This TikTok social media not only shares videos, but is increasingly developing into a business area. One of them is the Somehinc beauty product which promotes its products through social media TikTok. This study aims to examine and analyze the effect of customer trust, social media marketing activities, and purchasing experience on the purchase intention of Somethink consumers on the TikTokshop platform in Surabaya. This study used a purposive sampling method using 82 samples collected by distributing questionnaires in Surabaya. The testing technique in this quantitative research uses SPSS 26.0. The results of the t-test research show that customer trust has a significant effect on purchase intention (0.000), social media marketing activities have no significant effect on purchase intention (0.237) and experience has a significant effect on purchase intention (0.012).
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Customer Trust, Social Media Marketing Activity, Purchase Experience, Purchase Intention |
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | SHELLA PUSPA MARETA |
| Date Deposited: | 20 Jun 2023 03:24 |
| Last Modified: | 20 Jun 2023 03:24 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/10994 |
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