Rafika, Sari (2024) Pengaruh Konten Marketing dan Kualitas Produk Pada Aplikasi Tiktok Shop Terhadap Keputusan Pembelian Produk Skincare Scarlett Whitening (studi Kasus Mahasiswa Fakultas Ekonomi Dan Bisnis Universitas Islam Riau). Other thesis, Universitas Islam Riau.

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Abstract

This research aims to determine the influence of marketing content and product quality on the TikTok Shop application on purchasing decisions for Scarlett Whitening skincare products. The sample in this study was 96 respondents. The types and sources of data are primary and secondary data, while data collection techniques use interviews, questionnaires and documentation. The data analysis technique used in this research is a multiple linear regression test with the help of SPSS 26 software. The results of this research show that marketing content and product quality have a positive and significant effect on purchasing decisions for Scarlett Whitening skincare products.

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