Listiyani, Frida and Haque, Marissa Grace and Nurochani, Nila (2023) PENGARUH CONTENT DAN REVIEW MARKETING TIKTOK TERHADAP KEPUTUSAN MEMBELI MAKANAN HALAL GEN Z: STUDI DI WILAYAH JAKARTA SELATAN. PENGARUH CONTENT DAN REVIEW MARKETING TIKTOK TERHADAP KEPUTUSAN MEMBELI MAKANAN HALAL GEN Z: STUDI DI WILAYAH JAKARTA SELATAN, 5 (3). pp. 494-505. ISSN ISSN: 2622 – 8882, E-ISSN: 2622-9935
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DONE, SINTA-4, Content Marketing Gen Z (Frida, Marissa, Nila).pdf.pdf Download (435kB) | Preview |
Abstract
The purpose of this research is to examine the effect of TikTok marketing content and reviews on buying decisions of gen Z halal food: a study in the South Jakarta area. The number of samples in this study were 127 respondents. This data collection method uses a questionnaire with a google form format with data using Smart PLS-SEM 4.0. The results of this study indicate that halal knowledge has a significant effect on content marketing, and content marketing and reviews of content marketing have a significant effect on purchasing decisions. While the results obtained are not in accordance with the author's expectations, namely halal knowledge does not affect purchasing decisions. Keyword: Halal Knowledge, Content, Reviews
| Item Type: | Article |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Prodi S1 Manajemen, Keuangan, dan Perbankan Syariah |
| Depositing User: | Mrs. Marissa Grace Haque |
| Date Deposited: | 24 Aug 2023 07:14 |
| Last Modified: | 24 Aug 2023 07:14 |
| URI: | http://repository.ibs.ac.id/id/eprint/7098 |
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