Image of Pengaruh Promosi Media Sosial Tiktok, Electronic Word of Mouth, dana Celebrity Endorser terhadap Keputusan Pembelian Produk Somethinc di Solo Raya

SKRIPSI MBS

Pengaruh Promosi Media Sosial Tiktok, Electronic Word of Mouth, dana Celebrity Endorser terhadap Keputusan Pembelian Produk Somethinc di Solo Raya

ABSTRACT

This study was conducted to determine the effect of media promotion, electronic
word of mouth, and celebrity endorsers on purchasing decisions for Somethinc
products in Solo Raya. This research uses quantitative methods, with purposive
sampling techniques. The sample in this study amounted to 119 respondents,
namely Somethinc product users aged 17-45 years, have bought and used
somethinc products, and know Tasya farasya as a celebrity endoser of Somethinc
products. The types of data used are primary and secondary data. Questionnaires
were distributed online and offline. The data was analyzed using the SPSS 23.0
program. The data analysis technique used is multiple linear regression. The
results of this study indicate that social media promotion tiktok and electronic word
of mouth have a positive and significant effect on purchasing decisions for
Somethinc products in Solo Raya, celebrity endorser do not have a significant effect
on the purchasing decisions for Somethinc products in Solo Raya. Of the three
variables, the electronic word of mouth variable has a greater influence on the
decision to purchase somethinc products, therefore the company can maintain or
further improve it so that consumer purchasing decisions are even higher.

Keywords: Social Media Promotion Tiktok, Electronic Word of Mouth, Celebrity
Endorser, Purchase Decision

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Informasi Detail
Judul Seri
-
No. Panggil
2X6.3 AHY p 24
Penerbit
SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said.,
Deskripsi Fisik
21 cm, 129 Halaman
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
2X6.3
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
Manajemen Bisnis Syariah
Info Detail Spesifik
-
Pernyataan Tanggungjawab
Versi lain/terkait

Tidak tersedia versi lain

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