Dinda, May Sarah (2024) Pengaruh Content Marketing Dan Electronic Word Of Mouth (e-wom) Aplikasi Tiktok Terhadap Impulse Buying Produk Fashion Pada Mahasiswa UIR Pekanbaru. Other thesis, Universitas Islam Riau.

Text 205210478.pdf - Submitted Version Restricted to Registered users only Download (4MB) | Request a copy

Abstract

This research aims to analyze the influence of Content Marketing and Electronic Word Of Mouth (E-WoM) in the TikTok application on Impulse Buying behavior of Fashion products among students at the Islamic University of Riau (UIR) Pekanbaru. This research uses descriptive quantitative methods. The population in this study were all students at the Islamic University of Riau (UIR) in Pekanbaru who actively used Tiktok with the Non Probability Sampling technique, using the Lemeshow formula and a sample of 100 people. The data used is primary data and secondary data. Using the multiple linear regression analysis method with the help of the SPSS 26 program. The research results show that Content Marketing has a negative and significant influence on Impulse Buying. On the other hand, Electronic Word Of Mouth (E-WoM) has a positive and significant effect on Impulse Buying, while simultaneously Content Marketing and Electronic Word Of Mouth (E-WoM) have a significant effect on Impulse Buying.

Actions (login required)

View Item