SKRIPSI: Pengaruh Viral Marketing, Brand Ambassador, dan Online Consumer Review terhadap Keputusan Pembelian Produk Scarlett Whitening pada Aplikasi TikTok Shop

Nining, Nurul Rahayu (2023) SKRIPSI: Pengaruh Viral Marketing, Brand Ambassador, dan Online Consumer Review terhadap Keputusan Pembelian Produk Scarlett Whitening pada Aplikasi TikTok Shop. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to determine the effect of viral marketing, brand ambassadors, and online consumer reviews on purchasing decisions for Scarlett Whitening products in the Tiktok Shop Application. The data collection method used a questionnaire distributed via Google form. Sampling was carried out using a non-probability with a purposive sampling technique with the criteria of consumers who have purchased at least 2 times Scarlett Whitening products on the Tiktok Shop Application. The sample of this research is 111 respondents. Methods of data analysis in this study using multiple linear regression analysis. The results showed that variables of viral marketing, brand ambassadors, and online consumer reviews have a positive effect on the decision to purchase scarlett whitening products in the Tiktok shop Application

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