Pengaruh User-Generated Content Terhadap Purchase Intention Brand Jiniso Melalui Brand Awareness dan Brand Trust (Studi Kasus Pengguna Social Commerce Tiktok Di Jabodetabek)

Putra, Bima Aji (2025) Pengaruh User-Generated Content Terhadap Purchase Intention Brand Jiniso Melalui Brand Awareness dan Brand Trust (Studi Kasus Pengguna Social Commerce Tiktok Di Jabodetabek). Undergraduate thesis, Universitas Pembangunan Jaya.

[img] Text
1. Pendahuluan.pdf
Download (1MB)
[img] Text
2. Abstract.pdf
Download (151kB)
[img] Text
3. Abstrak.pdf
Download (182kB)
[img] Text
4. Daftar Isi.pdf
Download (221kB)
[img] Text
5. Daftar Tabel.pdf
Download (164kB)
[img] Text
6. Daftar Gambar.pdf
Download (148kB)
[img] Text
7. Daftar Lampiran.pdf
Download (144kB)
[img] Text
8. BAB I.pdf
Download (435kB)
[img] Text
9. BAB II.pdf
Download (510kB)
[img] Text
10. BAB III.pdf
Download (441kB)
[img] Text
11. BAB IV.pdf
Download (623kB)
[img] Text
12. BAB V.pdf
Download (196kB)
[img] Text
13. Daftar Pustaka.pdf
Download (334kB)
[img] Text
14. Lampiran.pdf
Download (1MB)
[img] Text
15. Berita Acara Unggah Mandiri.pdf
Download (357kB)
[img] Text
16. Bukti Lolos Similarity.pdf
Download (942kB)

Abstract

Popularitas media sosial telah mengubah cara berinteraksi dan berkomunikasi secara global, serta membawa transformasi dalam dunia belanja online melalui model bisnis social commerce. Konten dan ulasan memberikan pandangan realistis tentang produk. Penelitian ini bertujuan untuk menguji pengaruh user-generated content terhadap purchase intention pada brand Jiniso dalam model bisnis social commerce di TikTok, melalui mediasi brand awareness dan brand trust. Pendekatan kuantitatif digunakan dengan teknik analisis data berbasis PLS-SEM (Partial Least Squares Structural Equation Modeling) menggunakan aplikasi SmartPLS 4. Hasil penelitian menunjukkan bahwa user-generated content memiliki pengaruh signifikan terhadap purchase intention, baik secara langsung maupun tidak langsung, melalui brand trust dan brand awareness.

Item Type: Karya Tulis Ilmiah (KTI) (Undergraduate)
Uncontrolled Keywords: User-Generated Content, Purchase Intention, Brand Awareness, Brand Trust
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
L Education > LB Theory and practice of education
Divisions: Fakultas Humaniora dan Bisnis > Prodi Manajemen
Depositing User: Bima Aji Putra
Date Deposited: 21 Jan 2025 01:56
Last Modified: 21 Jan 2025 01:57
URI: http://eprints.upj.ac.id/id/eprint/10411

Actions (login required)

View Item View Item