PENGARUH INFLUENCER MARKETING, CONTENT MARKETING, DAN USER GENERATED CONTENT TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA APLIKASI TIKTOK DI WILAYAH DAERAH ISTIMEWA YOGYAKARTA

HIDAYAH, NURUL (2023) PENGARUH INFLUENCER MARKETING, CONTENT MARKETING, DAN USER GENERATED CONTENT TERHADAP KEPUTUSAN PEMBELIAN PADA PENGGUNA APLIKASI TIKTOK DI WILAYAH DAERAH ISTIMEWA YOGYAKARTA. Diploma thesis, Universitas Pembangunan Nasional "Veteran" Yogyakarta.

[thumbnail of Skripsi Fulltext_141190114_Nurul Hidayah.pdf] Text
Skripsi Fulltext_141190114_Nurul Hidayah.pdf
Restricted to Repository staff only
Download (3MB)
[thumbnail of Cover_141190114_Nurul Hidayah.pdf] Text
Cover_141190114_Nurul Hidayah.pdf
Download (163kB)
[thumbnail of Abstrak_141190114_Nurul Hidayah.pdf] Text
Abstrak_141190114_Nurul Hidayah.pdf
Download (111kB)
[thumbnail of Daftar Isi_141190114_Nurul Hidayah.pdf] Text
Daftar Isi_141190114_Nurul Hidayah.pdf
Download (121kB)
[thumbnail of Daftar Pustaka_141190114_Nurul Hidayah.pdf] Text
Daftar Pustaka_141190114_Nurul Hidayah.pdf
Download (228kB)
[thumbnail of Lembar Pengesahan_141190114_Nurul Hidayah.pdf] Text
Lembar Pengesahan_141190114_Nurul Hidayah.pdf
Download (332kB)

Abstract

This research aims to examine the influence of Influencer Marketing, Content
Marketing, and User Generated Content against Daerah Istimewa Yogyakarta
TikTok user on Purchase Decision. The criteria of this research is TikTok user aged
18-34 which lived in Daerah Istimewa Yogyakarta. The technique to gathered the
sample are purposive sampling and the method to gathered the data using online
questionnaire with 100 respondents. Type of this research are descriptive analysis
with a quantitative approach. Method of data analysis using Partial Least Square
(PLS) with data management program Smart PLS 3.0. Result of this study shows
that influencer marketing has a positive and significant effect through purchase
decision, also content marketing has a positive and significant effect through
purchase decision, and under generated content has a positive content and
significant through buyer decision.
Key Words: Influencer Marketing, Content Marketing, User Generated
Content, and Purchase Decision

Item Type: Thesis (Diploma)
Uncontrolled Keywords: Influencer Marketing, Content Marketing, User Generated Content, and Purchase Decision
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Eny Suparny
Date Deposited: 13 Jul 2023 08:03
Last Modified: 13 Jul 2023 08:03
URI: http://eprints.upnyk.ac.id/id/eprint/36420

Actions (login required)

View Item View Item