SALSABILA, Sarah (2024) The Influence of Influencer Marketing and Affiliate Marketing on Purchase Intention Ms Glow on Tiktok Platform with Online Customer Review as a Mediating Variable. Skripsi thesis, Universitas Jenderal Soedirman.
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Abstract
In today's digital era, marketing through social media is becoming increasingly important, especially among the younger generation who are active users of platforms like TikTok. This study aims to analyze the influence of influencer marketing and affiliate marketing on the purchase intention of MS Glow products on the TikTok platform, as well as the role of online customer reviews as a mediating variable. The research method employed is a quantitative approach with a survey design. A questionnaire was distributed to respondents who are TikTok users who have purchased MS Glow products. The sample consisted of 170 respondents, with the majority being women aged 17-30 years. The research findings indicate that both influencer marketing and affiliate marketing have a significant impact on online customer reviews and purchase intention. Additionally, online customer reviews were found to moderate the relationship between influencer marketing and purchase intention, as well as between affiliate marketing and purchase intention. The conclusion of this study emphasizes that marketing strategies involving influencer and affiliate marketing are highly effective in enhancing purchase intention, particularly with the support of online customer reviews. Recommendations suggest that companies should be more proactive in managing online reviews and consider gender differences when designing marketing campaigns to achieve optimal results.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Nomor Inventaris: | C24459 |
| Uncontrolled Keywords: | Influencer Marketing, Affiliate Marketing, Purchase Intention and Online Customer Reviews |
| Subjects: | C > C873 Cosmetics M > M80 Marketing |
| Divisions: | Fakultas Ekonomi dan Bisnis > S1 Manajemen |
| Depositing User: | Mrs. Sarah Salsabila |
| Date Deposited: | 04 Oct 2024 00:54 |
| Last Modified: | 08 Oct 2024 07:22 |
| URI: | http://repository.unsoed.ac.id/id/eprint/29986 |
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