Rohman, Aris Fathur (2025) Pengaruh viral marketing dan brand transparency terhadap purchase intention melalui user generated content (studi pada followers tiktok skintific indonesia) / Aris Fathur Rohman</p>. Diploma thesis, Universitas Negeri Malang.
Full text not available from this repository.Abstract
p In an increasingly connected digital era consumer purchasing decisions are no longer influenced solely by traditional promotions but also by complex social and psychological factors. Viral marketing and brand transparency have become two widely implemented communication strategies used by companies to build a positive brand image and drive consumer purchase intention. Meanwhile the presence of user generated content (UGC) such as reviews testimonials and social media content further strengthens public perception of a brand while also serving as a source of social pressure that can influence consumption behavior. The combination of these four variables represents a novel contribution in this study along with the use of a current and widely discussed subject in Indonesia namely skincare brands thus complementing previous research. This study explores the impact of viral marketing and brand transparency on purchase intention with user generated content as a mediating variable on TikTok. A quantitative approach was used in this research employing non-probability and purposive sampling techniques involving 172 respondents who are TikTok followers of Skintific Indonesia and have never purchased Skintific products. The data analysis method used in this study is Structural Equation Modeling (SEM) via the SmartPLS 4 application. The findings indicate that viral marketing and brand transparency have a positive and significant effect on purchase intention. Additionally user generated content also directly influences purchase intention and indirectly mediates the relationship between viral marketing and brand transparency. /p
| Item Type: | Thesis (Diploma) |
|---|---|
| Divisions: | Fakultas Ekonomi dan Bisnis (FEB) > Departemen Manajemen (MNJ) > S1 Manajemen |
| Depositing User: | library UM |
| Date Deposited: | 19 May 2025 04:29 |
| Last Modified: | 09 Sep 2025 03:00 |
| URI: | http://repository.um.ac.id/id/eprint/397233 |
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