Published: 2024-01-10

Analisis Hubungan Antara Social Media Marketing dan Online Customer Review Terhadap Purchase Decision melalui Trust pada Aplikasi Tiktok sebagai Media Pemasaran

DOI: 10.35870/emt.v8i1.1936

Pipit Ardianti, Putri Dwi Cahyani, Luisa Tria Hatmanti Hutami
  • Pipit Ardianti: Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Putri Dwi Cahyani: Universitas Sarjanawiyata Tamansiswa Yogyakarta
  • Luisa Tria Hatmanti Hutami: Universitas Sarjanawiyata Tamansiswa Yogyakarta
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Abstract

Tiktok is a social media application that is currently gaining popularity among the public, because its interesting features and easy access make TikTok one of the most popular applications. Tiktok was originally only used as social media which was only intended for entertainment, but now Tiktok is also used by people to promote their products. The study's overarching goal is to learn how consumers' confidence in the TikTok app affects their purchasing choices in relation to Social Media Marketing and online Customer Reviews. The study used a purposive sample technique to collect data from 112 residents in Denpasar City. Surveys were sent out to gather data, which was then analyzed by multiple linear regression. The results show that Trust significantly influences Purchase Decisions, Social Media Marketing significantly influences Trust, online Customer Reviews significantly impact Trust, and Trust significantly impacts Purchase Decisions

Keywords

Social Media Marketing; Online Customer Review; Trust; Purchase Decision

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How to Cite

Ardianti, P., Cahyani, P. D., & Hutami, L. T. H. (2024). Analisis Hubungan Antara Social Media Marketing dan Online Customer Review Terhadap Purchase Decision melalui Trust pada Aplikasi Tiktok sebagai Media Pemasaran. Jurnal EMT KITA, 8(1), 273-284. https://doi.org/10.35870/emt.v8i1.1936
Article Information

This article has been peer-reviewed and published in the Jurnal EMT KITA. The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 8 No. 1 (2024)

  • Section: Articles

  • Published: 2024-01-10

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Author Biographies
Pipit Ardianti, , Universitas Sarjanawiyata Tamansiswa Yogyakarta
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

Putri Dwi Cahyani, , Universitas Sarjanawiyata Tamansiswa Yogyakarta
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

Luisa Tria Hatmanti Hutami, , Universitas Sarjanawiyata Tamansiswa Yogyakarta
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Universitas Sarjanawiyata Tamansiswa Yogyakarta, Kota Yogyakarta, Daerah Istimewa Yogyakarta, Indonesia

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