Fajry Ferdian, . (2023) PENGARUH VIRAL MARKETING, LIVE STREAMING, DAN ONLINE CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA PLATFORM TIKTOK. Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Monthly consumption on social media TikTok occupies first position with double the growth rate. Companies can take advantage of this opportunity to sell an unlimited number of products in online markets, such as viral marketing, live streaming, and online customer reviews. This research aims to find out, prove and analyze the influence of viral marketing, live streaming and online customer reviews on purchasing decisions. This research is a quantitative research that uses primary data sources using a purposive sampling method to obtain respondents who are TikTok users in the city of Jakarta with an age range of 17-28 years and who have shopped at the TikTok Shop. Data was collected online, distributed using a questionnaire using Google Form. The analysis technique uses the PLS (Partial Least Square) analysis method via the SmartPls 4 application. The results of this research show that Viral Marketing influences purchasing decisions, Live Streaming has no influence on purchasing decisions, and Online Customer Reviews influence purchasing decisions.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No.Panggil: 2010111231] [Pembimbing: Pusporini] [Penguji 1: Miguna Astuti] [Penguji 2: Jenji Gunaedi Argo] |
| Uncontrolled Keywords: | Keputusan Pembelian, Viral Marketing, Live Streaming, Online Customer Review, TikTok |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HT Communities. Classes. Races Z Bibliography. Library Science. Information Resources > Z719 Libraries (General) |
| Divisions: | Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S1) |
| Depositing User: | Fajry Ferdian |
| Date Deposited: | 21 Mar 2024 04:01 |
| Last Modified: | 21 Mar 2024 04:01 |
| URI: | http://repository.upnvj.ac.id/id/eprint/27902 |
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