Caldera, Alfreda Juan (2024) Pengaruh Konten Visual Media Sosial Tiktok dan Promosi terhadap Minat Beli Konsumen pada Brand Ayam Goreng Nelongso di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This research aims to determine the partial influence of Tiktok Social Media Visual Content on Consumer Purchase Interest, the partial influence of Promotion on ConsumerPurchase Interest, and the influence of Visual Media Content and promotions which have a dominant influence on Consumer Purchase Interest in the Ayam Goreng Nelongso Brand (PT Bersama Mencapai Puncak) in Malang City. This research sample involved 70 consumers who bought Ayam Goreng Nelongso. The data analysis technique used is multiple linear regression analysis. The results show that Social Media Visual Contentpartially has a positive and significant effect on Consumer Purchase Interest. Promotion partially has a positive and significant effect on consumer buying interest. Promotion has a dominant influence on consumer buying interest in the Ayam Goreng Nelongso Brand in Malang City.

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