The Effect of Celebrity Endorser, Live Streaming Marketing, and Content Marketing on Purchase Decision of Somethinc Beauty Product on TikTok

Annisa, Rizky Febriani (2023) The Effect of Celebrity Endorser, Live Streaming Marketing, and Content Marketing on Purchase Decision of Somethinc Beauty Product on TikTok. Diploma thesis, Universitas Andalas.

[img] Text (Cover dan Abstrak)
Cover + Abstrak.pdf - Published Version
Download (341kB)
[img] Text (BAB 1 Pendahuluan)
BAB 1 Pendahuluan.pdf - Published Version
Download (224kB)
[img] Text (BAB 5 Penutup)
BAB 5 Penutup.pdf - Published Version
Download (117kB)
[img] Text (Daftar Pustaka)
Daftar Pustaka.pdf - Published Version
Download (210kB)
[img] Text (Skripsi Full Text)
Skripsi Full Text.pdf - Published Version
Restricted to Repository staff only
Download (1MB)

Abstract

In this modern era, technology runs human lives. The presence of technology is very useful in facilitating people's lives, especially technological advances in the internet field. The increasing number of internet users in Indonesia, there are many applications that are used as information search media, one of which is the TikTok application. The massive number of TikTok users in Indonesia, many business people promote their products via TikTok, one of which is Somethinc beauty product. Digital marketing also caried out by the company to promote their products. Celebrity endorsers, live streaming marketing, and content marketing are part of digital marketing. This study aims to examine the effect of celebrity endorser, live streaming marketing, and content marketing on purchase decision of Somethinc beauty product on TikTok. The sample was taken from 120 respondents using non-probability method. Data collection is carried out using a quantitative approach with an online survey technique. This research found that celebrity endorser and content marketing has a positive and significant effect on purchase decision. Besides, it shows that live streaming marketing has negative and not significantly effect on purchase decision among millennials in Padang.

Item Type: Thesis (Diploma)
Primary Supervisor: Dessy Kurnia Sari, S.E, Mbus (Adv), Ph.D
Uncontrolled Keywords: Celebrity Endorser, Live Streaming Marketing, Content Marketing, Purchase Decision, TikTok, Somethinc.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: s1 manajemen internasional
Date Deposited: 21 Jul 2023 07:21
Last Modified: 21 Jul 2023 07:21
URI: http://scholar.unand.ac.id/id/eprint/209126

Actions (login required)

View Item View Item
eSkripsi Universitas Andalas is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.