CD Skripsi

Analisis Pengaruh Online Customer Review, Content Marketing Dan Live Streaming Terhadap Keputusan Pembelian Dan Kepuasan Pelanggan Pada Tiktok Shop Di Kota Pekanbaru

---

ABSTRACT
The purpose of this study is to analyze the influence of online customer reviews, content marketing and live streaming on purchasing decisions and customer satisfaction at TikTok Shop in Pekanbaru City. This research uses a quantitative research type by utilizing primary data obtained from questionnaires. The research method used is path analysis. The population in this study are TikTok Shop users who have made purchases with certain criteria. The sample in this study was 100 respondents. The dependent variables in this study are online customer reviews, content marketing and live streaming. While the independent variables in this study are purchasing decisions and customer satisfaction. The results of this study are (1) Online customer reviews have a positive and significant effect on purchasing decisions (2) Content marketing has a positive and significant effect on purchasing decisions (3) Live streaming has a positive and significant effect on purchasing decisions (4) Purchasing decisions have a positive and significant effect on customer satisfaction (5) Online customer reviews have a positive and significant effect on customer satisfaction (6) Content marketing have a positive and significant effect on customer satisfaction (7) Live streaming have positive and significant effect on customer satisfaction.
Keywords: Online Customer Review, Content Marketing, Live Streaming, Purchase Decision, Customer Satisfaction.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2002112984

Penerbit

Pekanbaru : Universitas Riau – F.EKONOMI DAN BISNIS – MANAJEMEN., 2025

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2002112984

Tipe Isi

-

Tipe Media

-

Tipe Pembawa

-

Edisi

-

Subjek

MANAJEMEN

Info Detail Spesifik

-

Pernyataan Tanggungjawab

daus

Versi lain/terkait

Lampiran Berkas

Komentar

---

Anda harus masuk sebelum memberikan komentar