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PENGARUH KUALITAS PRODUK DAN SOCIAL MEDIA MARKETING DI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN (STUDI PADA PENGGUNA MOISTURIZER GLAD2GLOW)

This study aims to analyze the effect of product quality and social media marketing on the TikTok application on purchasing decisions of Glad2Glow moisturizer. The research method used is a quantitative approach. The sampling technique employed is non-probability sampling using purposive sampling, with a total sample of 100 respondents who are users of Glad2Glow moisturizer and active users of the TikTok application. The data analysis techniques used in this study include the t-test, F-test, and multiple linear regression analysis. The results of the t-test indicate that product quality has a positive and significant effect on the purchasing decisions of Glad2Glow moisturizer. In addition, social media marketing on the TikTok application also has a positive and significant effect on purchasing decisions. The results of the F-test show that product quality and social media marketing simultaneously have a significant effect on the purchasing decisions of Glad2Glow moisturizer.

Availability
#
Central Library (REFERENCE) T1939122026
T193912
Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1939122026
Publisher
Indralaya : Prodi Ekonomi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xvi, 131 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.834 207
Content Type
Text
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Keputusan pembelian
Prodi Ekonomi Manajemen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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