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

ZULAIKHA, DAVIENNA PUTRI and Mavilinda, Hera Febria (2024) 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. Undergraduate thesis, Sriwijaya University.

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Abstract

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.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Content Marketing, Online Customer Review, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5469.7-5481 Markets. Fairs
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Davienna Putri Zulaikha
Date Deposited:	13 Sep 2024 02:33
Last Modified:	13 Sep 2024 02:33
URI:	http://repository.unsri.ac.id/id/eprint/157197

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