Permana, Muhammad Dian (2023) Pengaruh Content Marketing dan Electronic Word of Mouth (E-WoM) terhadap Keputusan Pembelian Produk pada Pengguna Aplikasi TikTok di Kota Malang. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to determine the partial and simultaneous effect of content marketing and electronic word of mouth (e-wom) variables on product purchasing decisions for users of the tiktok application in the city of Malang. This research is a quantitative researcher. The location of this research is in the city of Malang and there are 96 sample respondents aged 18-24 who are users of the TikTok application. Sampling used a purposive sampling method and the sample was calculated using the Cochran formula for an unknown population. Data analysis using multiple regression analysis. The results of the study prove that there is influence from content marketing and electronic word of mouth (e-WOM) on purchasing decisions, both partially and simultaneously. Electronic word of mouth (e-wom) is a variable with a dominant influence on purchasing decisions. The influence of content marketing and electronic word of mouth (e-WOM) variables on purchasing decisions is 62.2% and 37.8% is influenced by other factors not examined in this study.

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