Putri, Shakira Dascha Wahana (2026) Konten Marketing Tiktok Produk Skincare Merek Glad2glow: Analisis Pengaruh E-Wom, Brand Image, Social Media Marketing, dan Brand Trust Terhadap Purchasing Decision pada Konsumen Gen Z. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
The development of social media, especially TikTok, has driven changes in consumer behavior in seeking product information, but high digital interactions are not always followed by increased purchasing decisions. This problem shows that trust in brands remains an important aspect in influencing consumer purchasing decisions, especially Generation Z. This study aims to analyze the influence of Electronic Word of Mouth (E-WOM), Brand Image, and Social Media Marketing on Purchasing Decisions with Brand Trust as a mediating variable in consumers of Glad2Glow skincare products. This study uses a quantitative approach with a survey method by distributing questionnaires to 100 Generation Z respondents who are aware of Glad2Glow marketing content on TikTok. The sampling technique used purposive sampling, while data analysis used Structural Equation Modeling Partial Least Squares (SEM-PLS). The results show that E-WOM, Brand Image, and Social Media Marketing have a significant effect on Brand Trust, and Brand Trust has a significant effect on Purchasing Decisions. The implications of this study suggest that companies need to optimize content marketing strategies on TikTok, strengthen positive E-WOM, and build brand trust to improve purchasing decisions of Generation Z consumers. Keyword: E-WOM, Brand Image, Brand Trust, Purchasing Decision, Social Media Marketing
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 300 - SOCIAL SCIENCE > 380 - 389 COMMERCE, COMMUNICATIONS, TRANSPORTATION > 381 - COMMERCE |
| Divisions: | Bachelor of Management |
| Depositing User: | SHAKIRA DASCHA WAHANA PUTRI |
| Date Deposited: | 07 Apr 2026 06:36 |
| Last Modified: | 07 Apr 2026 06:36 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/14087 |
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