SKRIPSI MBS

Pengaruh Influencer marketing, konten marketing, dan online advertising terhadap keputusan pembelian pada tiktok shop pada generasi z di karanganyar

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ABSTRACT

This research aims to determine the influence of Influencer Marketing, Content
Marketing and Online Advertising on Purchasing Decisions on the Erigo platform at
Tiktok Shop. This research uses a quantitative descriptive method with the Generation
Z population in Karanganyar Regency who have purchased Erigo products through
the TikTok Shop Erigo platform. The sample for this research was taken from 105
generation-z aged 13-26 years.
The sampling technique uses purposive sampling. The dependent variable (Y) is the
purchasing decision. The independent variable (X) is the Marketing Mix which
includes: (X1) Influencer Marketing, (X2) Content Marketing, and (x3) Online
Advertising. The data analysis method used is a multiple linear regression analysis
model with data processing carried out using SPSS version 21.
The research results show that simultaneously the three variables have a significant
influence on the decision to purchase Erigo products at the Tiktok Shop. Meanwhile,
the Influencer Marketing variable partially has no influence on the decision to
purchase Erigo products at the Tiktok Shop.
Keyword: Influencer Marketing, Content Marketing, Online Advertising,
Purchasing Decision.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 PRA p 23

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2023

Deskripsi Fisik

21 cm, 134 halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Pramudya Ardana Putra

Versi lain/terkait

Lampiran Berkas

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