Skripsi

PENGARUH CONTENT MARKETING DAN ONLINE CUSTOMER REVIEW PRODUK KOSMETIK HYPERGLOSS LIPBALM DEAR ME BEAUTY PADA PLATFORM TIKTOK TERHADAP KEPUTUSAN PEMBELIAN GEN-Z DI KOTA PALEMBANG

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This research aims to determine the influence of content marketing and online customer reviews on purchasing decisions for Hypergloss Lipbalm Dear Me Beauty products on the TikTok platform by Generation Z in Palembang City. This research used the Lemeshow formula and obtained a sample of 100 respondents. The data collection method used in this research was obtained using a questionnaire. The data analysis technique used is multiple regression analysis. Based on the results, it can be concluded that content marketing and online customer reviews have a positive and significant effect, partially or simultaneously, on the decision to purchase Hypergloss Lipbalm Dear Me Beauty products on the TikTok platform by Generation Z in the city of Palembang.

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Detail Information

Series Title

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Call Number

T1571972024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xiv, 58 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

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Classification

658.834 07

Content Type

Text

Media Type

-

Carrier Type

-

Edition

-

Subject(s)

Perilaku konsumen
Prodi Ekonomi Pembangunan

Specific Detail Info

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Statement of Responsibility

TUTI

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