NOVI, YOSI INKASARI (2024) PENGARUH HARGA, ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN MELALUI MINAT BELI PADA MARKETPLACE TIKTOK SHOP DI JEMBER. Skripsi thesis, Institut Teknologi Dan Sains Mandala Jember.

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Abstract

ABSTRACK This study aims to determine the effect of price, online customer review, content marketing on purchasing decisions and their effect on purchase intention as an intervening variable in the Tiktok shop marketplace. The population in this study were Tiktok shop consumers in the Kencong district of Jember Regency with a sample of 50 respondents. This study uses quantitative methods with sampling techniques, namely purposive sampling. The test used is the data instrument test (validity test and reliability test), classical assumption test (normality test, multicollinearity test, and heteroscedasticity test), hypothesis testing (t test) and sobel test. The results showed that price (X1) and content marketing (X3) had a direct positive effect on purchase intention (Z), while online customer reviews (X2) had no direct effect on purchase intention (Z). In addition, price (X1), online customer review (X2) and purchase intention (Z) have a direct positive effect on decisions (Y), while content marketing (X3) has a direct negative effect on purchasing decisions (Y). Then purchase interest (Z) is able to mediate price (X1) and content marketing (X3) on purchasing decisions (Y), while online customer review (X2) has an indirect negative effect on purchasing decisions (Y) through purchase interest (Z) on the Tiktok marketplace. Keywords: price, online customer review, content marketing, purchase intention, purchase decision.

Item Type:	Thesis (Skripsi)
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	MANAJEMEN-S1
Depositing User:	Handoko Triharso
Date Deposited:	10 Feb 2025 12:43
Last Modified:	10 Feb 2025 12:43
URI:	http://repo.itsm.ac.id/id/eprint/1277

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