Pengaruh Online Customer Review, Ewom, Content Marketing Pada Tiktok Terhadap Keputusan Pembelian Produk Kuliner UMKM Di Surabaya
Total View This Week0

Institusion

Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya

Author

Maulana, Fahmi

Subject

658.8 - MANAGEMENT OF MARKETING 

Datestamp

2024-06-21 06:51:21 

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 

File :
ARTIKEL ILMIAH.pdf
COVER.pdf
BAB I.pdf
BAB II.pdf
BAB III.pdf
BAB IV.pdf
BAB V.pdf
LAMPIRAN.pdf