Maulana, Fahmi (2024) Pengaruh Online Customer Review, Ewom, Content Marketing Pada Tiktok Terhadap Keputusan Pembelian Produk Kuliner UMKM Di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas.
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Abstract
This study aims to examine the influence of Online Customer Reviews, E-WOM, and Content Marketing on TikTok on the purchasing decisions of culinary MSME products in Surabaya. The population in this study includes all residents who enjoy purchasing culinary MSME products based on TikTok reviews at least twice and are aged between 19 and 50 years. The sample in this study consists of 115 respondents, selected using purposive sampling. The data collection methodused in this study is a survey through questionnaires distributed via Google Forms. The analysis in this study employs SPSS. The conclusion of the study indicates that Online Customer Reviews, E-WOM, and Content Marketing on TikTok each have an influence on the purchasing decisions of culinary MSME products in Surabaya.. Keywords : Online Customer Review, E-WOM, Content Marketing, Purchase Decision
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FAHMI MAULANA |
| Date Deposited: | 21 Jun 2024 06:51 |
| Last Modified: | 21 Jun 2024 06:51 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/12529 |
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