PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN VOUCHER DISKON TAG LOKASI DI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN OUTLET MOMOYO KOTA MADIUN.

Santi, Reza Triyan (2025) PENGARUH VIRAL MARKETING, BRAND AWARENESS, DAN VOUCHER DISKON TAG LOKASI DI APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN OUTLET MOMOYO KOTA MADIUN. S1 thesis, Universitas PGRI Madiun.

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Abstract

The development of social media, especially TikTok, has driven changes in consumer behavior in making purchasing decisions. The Momoyo Outlet in Madiun City utilizes this phenomenon through Viral Marketing strategies, increasing Brand Awareness, and using Location Tag Discount Vouchers to attract consumers to make purchases. This study aims to analyze the influence of Viral Marketing, Brand Awareness, and Location Tag Discount Vouchers on the TikTok Application on Consumer Purchasing Decisions at the Momoyo Outlet in Madiun City. This study uses a quantitative method with 384 respondents obtained through a purposive sampling technique. Data analysis was carried out using multiple linear regression using SPSS version 31. The results of the study indicate that, partially and simultaneously, Viral Marketing, Brand Awareness, and Location Tag Discount Vouchers on the TikTok Application have a positive and significant effect on consumer purchasing decisions.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Viral Marketing, Brand Awareness, Voucher Diskon Tag Lokasi, Keputusan Pembelian, Momoyo Kota Madiun.
Subjects: A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SANTI TRIYAN REZA
Date Deposited: 22 Apr 2026 03:13
Last Modified: 22 Apr 2026 03:13
URI: http://eprint.unipma.ac.id/id/eprint/7503

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