SKRIPSI: Pengaruh Viral Marketing, Online Customer Review dan Brand Awareness terhadap Minat Beli pada Coffee Shop di D.I. Yogyakarta melalui Media Sosial TikTok

PERMATA, Dila Listia Cahya (2025) SKRIPSI: Pengaruh Viral Marketing, Online Customer Review dan Brand Awareness terhadap Minat Beli pada Coffee Shop di D.I. Yogyakarta melalui Media Sosial TikTok. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This research aims to analyze the influence of viral marketing, online customer reviews, and brand awareness on purchase intention at coffee shops in the Special Region of Yogyakarta through the TikTok social media platform. The sampling technique used in this research is non-probability sampling, with a total of 107 respondents. Data analysis was conducted using multiple linear regression analysis with IBM SPSS Statistics 26. The results show that viral marketing has a significant positive effect on purchase intention at coffee shops in the Special Region of Yogyakarta, online customer reviews have a significant positive effect on purchase intention at coffee shops in the region, and brand awareness also has a significant positive effect on purchase intention at coffee shops in the Special Region of Yogyakarta.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: STIM YKPN Yogyakarta > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 11 Dec 2025 06:52
Last Modified: 11 Dec 2025 06:52
URI: http://repository.stimykpn.ac.id/id/eprint/675

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