Nisa, Alifia (2024) Pengaruh Content Marketing Terhadap Keputusan Pembelian Produk Fashion di Tiktok (Studi Kasus Mahasiswa Jurusan Administrasi Niaga di Politeknik Negeri Bengkalis). Undergraduate thesis, Politeknik Negeri Bengkalis.
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Abstract
This research aims to: (1) To analyse how content marketing of fashion products in TikTok in students of Department of Business Administration. (2) To analyze how the decision of the purchase of fashion product in tikTok is in the students of the Department of Trade Administration. This type of research is a type of associative research by distributing a questionnaire online to 100 respondents and in analysis using validity tests, reliability tests, classical assumption tests or pre-conditional tests, simple correlation testing, simple linear regression tests, and hypothesis tests. (Uji T). The population in the study was a student of the Department of Commercial Administration at the Bengkalis State Polytechnic Campus who used to shop for fashion products at TikTok. This research uses non probability sampling techniques with purposive samplings. The results of the research showed that there is a significant influence between content marketing variables on the purchase decision of fashion products in TikTok, the magnitude of the correlation value between the marketing content variable and the purchasing decision variable is 0.490. The average value of the content marketing Variable 4.33 belongs to the category of very high class and the average variable of purchase decision is 4.60 and is included in the very high category.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Uncontrolled Keywords: | Content Marketing, Purchase Decisions, Fashion Products, TikTok. | ||||||||
| Subjects: | 550 ILMU EKONOMI > 570 ILMU MANAJEMEN > 574 Pemasaran | ||||||||
| Divisions: | Jurusan Administrasi Bisnis > Sarjana Terapan Bisnis Digital > TUGAS AKHIR | ||||||||
| Depositing User: | Bisnis Digital | ||||||||
| Date Deposited: | 27 Aug 2024 04:16 | ||||||||
| Last Modified: | 27 Aug 2024 04:16 | ||||||||
| URI: | http://eprints.polbeng.ac.id/id/eprint/14034 |
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