The Influence of Content Marketing, Brand Loyalty, and Online Customer Reviews on Purchasing Decisions on Tiktok Shop Among Management Department Students, Faculty of Economics Methodist Indonesia University

Abstrak

This consider points to analyze whether Substance Promoting, Brand Dependability and Online Client surveys at the same time have a noteworthy impact on acquiring choices for TikTok Shop among understudies of the Office of Administration, Workforce of Financial matters, Methodist College of Indonesia. The sort of inquire about utilized in this think about may be a quantitative approach. Respondents in this consider were 295 understudies majoring in administration. The information examination strategy utilized is number straight relapse investigation strategy. Based on the t speculation test, it can be concluded that promoting substance in part incorporates a positive and significant effect on obtaining choices, brand dependability in part incorporates a positive and noteworthy impact on obtaining choices, promoting substance mostly has a positive and noteworthy impact on obtaining choices. Based on the F speculation test, it can be concluded that substance promoting, brand dependability, online client audits together or at the same time have a critical impact on obtaining choices. Based on the t theory test, it is known that the coefficient of assurance (balanced R-square) is 0.412. Based on this esteem, showcasing substance, brand dependability, online client audits are able to impact acquiring choices by 41.2%, the remaining 58.8% is clarified by other factors or components.