ABSTRAK
BIMA PUTRA PRADANA. NIM 2020110003. Pengaruh Pengaruh Content
Marketing Dan Online Custumer Riview Terhadap Keputusan Pembelian Produk
Jasa CV Dan Dokumen Kerja Diaplikasi Tik Tok (Studi Terhadap Followers
Akun TikTok Wova Freelance). Dibawah Bimbingan Ibu Dr. Levyda, SE, MM.
Penelitian ini bertujuan untuk mengetahui pengaruh content marketing dan online
customer review terhadap keputusan pembelian produk jasa cv dan dokumen kerja
pada followers akun Tiktok Wova Freelance. Jenis penelitian yang digunakan
dalam penelitian ini adalah pendekatan kuantitatif. Teknik pengambilan sampel
menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang.
Data tersebut diperoleh berupa kuesioner dengan menggunakan skala likert yang
masing-masing diuji coba dan telah memenuhi syarat validitas, reliabilitas dan
koefisien determinasi. Metode analisis data yang digunakan dalam penelitian ini
adalah regresi linear berganda. Hasil penelitian ini melalui analisis regresi linear
berganda menunjukan bahwa content marketing dan online customer review
berpengaruh secara positif dan siginifikan terdahap keputusan pembelian pada
followers akun Tiktok Wova Freelance.
Kata kunci: Content Marketing, Online Customer Review, Keputusan Pembelian
ABSTRACT
BIMA PUTRA PRADANA. NIM 2020110003. The Influence of Content Marketing
and Online Customer Reviews on Purchasing Decisions for CV Service Products
and Work Documents in the Tik Tok Application (A Case Study of TikTok Account
Followers Wova Freelance). Under the Guidance of Mrs. Dr. Levyda, SE, MM.
This study aims to determine the effect of content marketing and online customer
reviews on purchasing decisions for cv service products and work documents on
Tiktok Wova Freelance account followers. The type of research used in this study
is a quantitative approach. The sampling technique used purposive sampling with
a total of 100 respondents. The data was obtained in the form of a questionnaire
using a Likert scale, each of which was tested and has met the requirements of
validity, reliability and coefficient of determination. The data analysis method
used in this research is multiple linear regression. The results of this study
through multiple linear regression analysis show that content marketing and
online customer reviews have a positive and significant effect on purchasing
decisions on Tiktok Wova Freelance account followers.
Keywords: Content Marketing, Online Customer Review, Purchasing Decision.
