PENGARUH VIRAL MARKETING, KEPERCAYAAN KONSUMEN, ONLINE CUSTOMER REVIEW DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP TINT BARENBLISS DI APLIKASI TIKTOK (Studi Kasus Pada Konsumen Lip Tint Barenbliss di Kota Madiun)

SUSILOWATI, SEPTIANA PUTRI (2025) PENGARUH VIRAL MARKETING, KEPERCAYAAN KONSUMEN, ONLINE CUSTOMER REVIEW DAN KUALITAS PRODUK TERHADAP KEPUTUSAN PEMBELIAN LIP TINT BARENBLISS DI APLIKASI TIKTOK (Studi Kasus Pada Konsumen Lip Tint Barenbliss di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

The growth of social media as a digital marketing tool has influenced consumer behavior, particularly in purchasing decisions. This study aims to analyze the influence of viral marketing, consumer trust, online customer reviews, and product quality towards Barenbliss Lip Tint Purchase Decisions on tiktok via the TikTok app. This study used a quantitative approach with a purposive sampling technique for 387 respondents, who were Barenbliss Lip Tint consumers in Madiun City. Data collection was conducted using a questionnaire, and data analysis was conducted using SPSS version 25. The results indicate that viral marketing, consumer trust, online customer reviews, and product quality partially have a positive and significant influence towards purchasing decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Viral Marketing; Consumer Trust; Online Customer Reviews; Product Quality; Purchasing Decisions
Subjects: A Social Sciences > HF Commerce
A Social Sciences > HN Social history and conditions. Social problems. Social reform
L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SUSILOWATI PUTRI SEPTIANA
Date Deposited: 14 Oct 2025 05:38
Last Modified: 14 Oct 2025 05:38
URI: http://eprint.unipma.ac.id/id/eprint/5296

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