CD Skripsi

Pengaruh Influencer, Content Marketing, Dan Online Customer Review Terhadap Keputusan Pembelian Produk Somethinc Di Tiktok Shop Melalui Kepercayaan Konsumen Pada Generasi Z Di Kota Pekanbaru

---

ABSTRACT
This study aims to determine the influence of Influencer, Content Marketing, and Online Customer Review on Purchase Decisions with Consumer Trust as a mediating variable for Somethinc products on TikTok Shop among Generation Z in Pekanbaru City. The population of this study consists of Generation Z individuals in Pekanbaru City who have purchased and used Somethinc products on TikTok Shop, with a total sample of 115 respondents selected using the purposive sampling technique. Data analysis was carried out using the Structural Equation Modeling (SEM) approach based on Partial Least Squares (PLS) through the SmartPLS 4 application. The results of the study indicate that the Influencer variable has a significant effect on Consumer Trust, Content Marketing has a significant effect on Consumer Trust, and Online Customer Review has a significant effect on Consumer Trust. Furthermore, Consumer Trust has a significant effect on Purchase Decisions. Influencer does not have a significant effect on Purchase Decisions, Content Marketing does not have a significant effect on Purchase Decisions, while Online Customer Review has a significant effect on Purchase Decisions. In the mediation effect testing, Influencer significantly affects Purchase Decisions through Consumer Trust, Content Marketing does not have a significant effect on Purchase Decisions through Consumer Trust, and Online Customer Review significantly affects Purchase Decisions through Consumer Trust.
Keywords: Influencer, Content Marketing, Online Customer Review, Consumer Trust, Purchase Decision, Generation Z.

---

Ketersediaan

Informasi Detail

Judul Seri

-

No. Panggil

2102114185

Penerbit

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

Deskripsi Fisik

-

Bahasa

Indonesia

ISBN/ISSN

-

Klasifikasi

2102114185

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