Putri, Yenny Eka (2026) Pengaruh Konten TikTok @nyda.fashion Dan Penetapan Lokasi Terhadap Keputusan Pembelian Di Toko Nyda Fashion Tambun Selatan. Sarjana (S1) thesis, Universitas Islam 45.
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Abstract
This study aims to analyze the influence of social media content marketing strategies and location selection on purchasing decisions. A quantitative research method with an associative hypothesis approach was employed. The study population consisted of all Nyda Fashion store consumers who had made at least one purchase; a sample of 100 respondents was selected using purposive sampling. Data collection involved interviews, observation, and the distribution of questionnaires via Google Forms to Nyda Fashion consumers. Data analysis was conducted using SPSS version 24, encompassing statistical tests, classical assumption tests, and hypothesis testing.
The results indicate that (H1) the TikTok content variable has a positive and significant partial effect on purchasing decisions, and (H2) the location selection variable has a positive and significant partial effect on purchasing decisions. The coefficient of determination (R²) is 0.826 (or 82.6%), meaning that the two independent variables social media content marketing strategy and location selection collectively exert a positive and significant influence on consumer purchasing decisions, while the remaining 17.4% is influenced by factors outside the scope of this study.
| Item Type: | Thesis (TA, Skripsi, Tesis, Disertasi) (Sarjana (S1)) |
|---|---|
| Contributors/Dosen Pembimbing,NIDN Dosen bisa diakses di LINK https://bit.ly/NIDNdosenunismabekasi: | Contribution Contributors / Dosen Pembimbing NIDN UNSPECIFIED Juliandara, Luthpiyah 0415079402 |
| Keywords / Kata Kunci: | Konten Tiktok, Penetapan Lokasi dan Keputusan Pembelian |
| Subjects: | Manajemen Pemasaran |
| Faculty: | Fakultas Ekonomi > Manajemen S1 |
| Depositing User: | Yenny Yenny Eka Putri |
| Date Deposited: | 30 Oct 2026 02:41 |
| Last Modified: | 30 Oct 2026 02:41 |
| URI: | http://repository.umindonesia.ac.id/id/eprint/10455 |
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