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Pengaruh Viral Marketing, Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Pakaian Lokal Di Aplikasi Tiktok Pada Kalangan Gen Z Di Kabupaten Bogor

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"Purpose : This research aims to analyze the influence of viral marketing,
content marketing, and brand image on the purchase decision of
local clothing through the TikTok application among Generation
Z in Bogor Regency.
Method : The study employs a quantitative approach using a survey method.
Data were analyzed using Structural Equation Modeling–Partial
Least Squares (SEM-PLS) with the SmartPLS 4.0 software.
Result : The results show that: (1) Viral marketing has a positive and
significant influence on the purchase decision of local clothing
among Generation Z in Bogor Regency; (2) Content marketing
has a positive and significant influence on the purchase decision;
(3) Brand image also has a positive and significant impact on the
purchase decision of local clothing among Generation Z in Bogor
Regency"

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Availability

Detail Information

Series Title

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Call Number

REF 658.872 FAT p

Publisher

Bogor : Universitas Islam Tazkia., 2025

Collation

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Language

Indonesia

ISBN/ISSN

NIM.2110101092

Classification

658.872

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)

Brand Image
Content Marketing
Viral Marketing
Purchase Decisiton
Tiktok,
Generasi Gen Z

Specific Detail Info

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Statement of Responsibility

Nurul Fatimah

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