Fitriani, Desvita Evimelia (2025) PENGARUH ONLINE CUSTOMER REVIEW, ONLINE CUSTOMER RATING, DAN KONTEN MARKETING TERHADAP MINAT BELI FASHION DI TIKTOK SHOP. Undergraduate thesis, Universitas Nusantara PGRI Kediri.
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Abstract
Pandemi COVID-19 telah meningkatkan kebiasaan belanja online, termasuk untuk produk fashion. TikTok Shop menjadi salah satu platform populer untuk pembelian fashion secara daring. Penelitian ini bertujuan untuk memahami bagaimana ulasan pelanggan online, peringkat pelanggan, dan konten pemasaran memengaruhi minat beli konsumen. Jenis Penelitian: Kuantitatif dengan metode regresi linear,sampel: 40 orang yang telah membeli produk fashion di TikTok Shop,teknik Pengumpulan Data: Kuesioner dengan skala Likert (1-5), Analisis Data: Uji normalitas, multikolinearitas, heteroskedastisitas, uji autokorelasi, regresi linear, serta uji F dan uji t menggunakan SPSS. Hasil penelitian ini menggambarkan bahwa ulasan pelanggan online (X1) dan peringkat pelanggan online (X2) tidak memiliki pengaruh signifikan terhadap minat beli dan Konten pemasaran (X3) berpengaruh signifikan terhadap minat beli. Secara simultan, ketiga variabel ini berpengaruh terhadap minat beli dengan kontribusi sebesar 69,2%, sedangkan 30,8% dipengaruhi oleh factor.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Uncontrolled Keywords: | Online Customer Review, Online Customer Rating, Konteng Marketing, Fashion, Tiktokshop |
| Subjects: | 550 Economics > 571 Management 550 Economics > 573 Financial administration (office, tax, hotel, logistics, etc.) 550 Economics > 574 Marketing |
| Depositing User: | Desvita Evimelia Fitriani |
| Last Modified: | 09 Aug 2025 04:21 |
| URI: | http://repository.unpkediri.ac.id/id/eprint/22024 |
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