Akbar, Muhammad Khamran (2025) PENGARUH CONTENT MARKETING, PERSEPSI HARGA,PERSEPSI KUALITAS TERHADAP MINAT BELI ULANG KONSUMEN PADA APILIKASI TIKTOK (STUDI KASUS PADA GENERASI Z DI INDUSTRI FASHION ONLINE DI KAWASAN ITC MANGGA DUA ). Tugas Akhir (S1) - thesis, Universitas Bakrie.
![[thumbnail of Cover]](https://repository.bakrie.ac.id/style/images/fileicons/text.png) |
Text (Cover)
00.Cover.pdf - Accepted Version Download (398kB) |
|
Text
01. BAB I-III.pdf - Accepted Version Restricted to Registered users only Download (475kB) |
|
Text
02. BAB IV.pdf - Accepted Version Restricted to Registered users only Download (371kB) |
|
Text
03.BAB V.pdf - Accepted Version Restricted to Registered users only Download (119kB) |
|
Text
04. Daftar Pustaka.pdf - Accepted Version Restricted to Registered users only Download (217kB) |
|
Text
05. Lampiran.pdf - Accepted Version Restricted to Registered users only Download (753kB) |
Abstract
This study aims to analyse the influence of content marketing, price perception, and quality perception on consumer rerepurchase intention on the TikTok application, focusing on Generation Z in the online fashion industry in the ITC Mangga Dua area. The research method used is a quantitative approach by distributing questionnaires to 101 respondents who are Generation Z consumers actively using TikTok and shopping in the online fashion industry at ITC Mangga Dua. The collected data were analysed using linear regression techniques to determine the influence of the independent variables through hypothesis testing. The results of the study indicate that content marketing, price perception, and quality perception significantly affect consumer repurchase intention. These findings provide important implications for online fashion business actors to enhance their content marketing strategies and pay attention to price and product quality perceptions to attract interest and increase the repurchase intention of Generation Z consumers on the TikTok platform.
| Item Type: | Thesis (Tugas Akhir (S1) - ) |
|---|---|
| Uncontrolled Keywords: | Content Marketing, Rerepurchase Intention, Price Perception, Quality Perception, TikTok |
| Subjects: | Marketing > Branding (Marketing) Management Research > Market Orientation Marketing Thesis > Thesis (S1) |
| Divisions: | Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen |
| Depositing User: | Muhammad Khamran Akbar |
| Date Deposited: | 13 Feb 2025 01:56 |
| Last Modified: | 13 Feb 2025 01:56 |
| URI: | https://repository.bakrie.ac.id/id/eprint/11172 |
Actions (login required)
 |
View Item |