Pengaruh Social Media Marketing dan Electronic Word of Mouth TikTok terhadap Keputusan Pembelian Produk Kilap Premium (Survei pada Pengguna Aplikasi TikTok di Indonesia)

Wibowo, Evan Pratama Kukuh and Rizki Yudhi Dewantara, S.Sos., MAP (2023) Pengaruh Social Media Marketing dan Electronic Word of Mouth TikTok terhadap Keputusan Pembelian Produk Kilap Premium (Survei pada Pengguna Aplikasi TikTok di Indonesia). Sarjana thesis, Universitas Brawijaya.

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh dari Social Media Marketing (X1) dan Electronic Word of Mouth (X2) terhadap Keputusan (Y) Pembelian produk Kilap Premium. Penelitian ini menggunakan teknik purposive sampling dengan 116 responden. Populasi dalam penelitian ini yaitu pengguna aplikasi TikTok di Indonesia. Pengumpulan data diperoleh melalui penyebaran kuesioner secara online pada pengguna TikTok di Indonesia.Teknik analisis data yang digunakan dalam penelitian ini yaitu analisis deskriptif dan analisis statistik infrensial. Hasil penelitian ini menunjukan bahwa variabel Social Media Marketing (X1) berpengaruh positif terhadap Keputusan Pembelian, variabel Electronic Word of Mouth (X2) berpengaruh positif terhadap Keputusan Pembelian, serta variabel Social Media Marketing (X1) dan Electronic Word of Mouth (X2) berpengaruh secara simultan terhadap Keputusan Pembelian. Berdasarkan hasil penelitian ini, Kilap Premium diharapkan untuk dapat mempertahankan Social Media Marketing dan Electronic Word of Mouth yang telah dilakukan agar memperkuat Keputusan Pembelian produk.

English Abstract

This study aims to determine the effect of Social Media Marketing (X1) and Electronic Word of Mouth (X2) on Purchasing Decisions (Y) for Kilap Premium products. This study used purposive sampling technique with 116 respondents. The population in this study are TikTok application users in Indonesia. Data collection was obtained through distributing questionnaires online to TikTok users in Indonesia. The data analysis techniques used in this study are descriptive analysis and infrential statistical analysis. The results of this study indicate that the Social Media Marketing (X1) variable has a positive effect on Purchasing Decisions, the Electronic Word of Mouth (X2) variable has a positive effect on Purchasing Decisions, and the Social Media Marketing (X1) and Electronic Word of Mouth (X2) variables simultaneously affect Purchasing Decisions. Based on the results of this study, Kilap Premium is expected to be able to maintain Social Media Marketing and Electronic Word of Mouth that have been carried out in order to strengthen product purchasing decisions.

Item Type:	Thesis (Sarjana)
Identification Number:	0523030556
Uncontrolled Keywords:	Electronic Word of Mouth,Keputusan Pembelian,Social Media Marketing
Divisions:	Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga
Depositing User:	Endang Susworini
Date Deposited:	12 Jan 2024 03:34
Last Modified:	12 Jan 2024 03:34
URI:	http://repository.ub.ac.id/id/eprint/208064

Text (DALAM MASA EMBARGO) Evan Pratama Kukuh Wibowo.pdf Restricted to Registered users only until 31 December 2025. Download (3MB)

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