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Pengaruh Product Content, Influencer, Dan Online Customer Review Terhadap Keputusan Pembelian Parfum Braven Di Tiktok (Studi Kasus Pada Generasi Z Jabodetabek)

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"Objective: This study aims to analyze the extent to which product content,
influencers, and online customer reviews influence the purchasing decisions of
Braven perfume on TikTok among Generation Z in the Greater Jakarta area
(Jabodetabek).
Method: This study employs a quantitative approach using multiple linear
regression analysis. The sample was determined using purposive sampling, with
questionnaires distributed online via Google Forms to 100 Generation Z
respondents residing in the Jabodetabek area who have decided to purchase Braven
perfume on TikTok.
Result/Finding: The analysis results indicate that: (1) Product Content has a
positive and significant influence on the purchase decision of Braven perfume on
TikTok among Generation Z in Jabodetabek. (2) Influencer does not have a
significant influence on the purchase decision of Braven perfume on TikTok among
Generation Z in Jabodetabek. (3) Online Customer Review has a positive and
significant influence on the purchase decision of Braven perfume on TikTok among
Generation Z in Jabodetabek. (4) All three variables simultaneously have a positive
and significant influence on the purchase decision of Braven perfume on TikTok
among Generation Z in Jabodetabek. "

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Detail Information

Series Title

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Call Number

REF 658.8343 IRS p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.21101.01128

Classification

658.8343

Content Type

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Media Type

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Carrier Type

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Edition

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Subject(s)

Purchase Decision
Online Customer Reviews
Product Content
Influencers

Specific Detail Info

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Statement of Responsibility

Muhammad Harits Irsyad

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