Pengaruh User Generated Content (UGC), Kualitas Informasi, dan Promosi Penjualan terhadap Kepuusan Pembelian Konsumen pada Produk Fashion di Platform TikTok Shop Indonesia

Sihombing, Thalia Oktarina (2026) Pengaruh User Generated Content (UGC), Kualitas Informasi, dan Promosi Penjualan terhadap Kepuusan Pembelian Konsumen pada Produk Fashion di Platform TikTok Shop Indonesia. Undergraduate thesis, Universitas Katolik Musi Charitas.

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This study aims to analyze the influence of User Generated Content (UGC), Information Quality, and Sales Promotion on consumer Purchase Decisions for fashion products on TikTok Shop Indonesia, both partially and simultaneously. This quantitative study used a survey method and purposive sampling involving 100 respondents who had purchased fashion products through TikTok Shop. Data were collected through a five-point Likert scale questionnaire distributed online via Google Forms and analyzed using multiple linear regression with SPSS. The analysis included validity, reliability, classical assumption, t-test, F-test, and coefficient of determination tests. The Stimulus-Organism-Response (SOR) Theory was used as the main theoretical foundation.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: User Generated Content (UGC), Information Quality, Sales Promotion, Purchase Decision, TikTok Shop, Fashion Products,Digital Marketing
Subjects: H Social Sciences > HF Commerce
Divisions: Book > Management Study Program
Depositing User: Users 4163 not found.
Date Deposited: 26 Oct 2026 04:35
Last Modified: 26 Oct 2026 04:35
URI: http://eprints.ukmc.ac.id/id/eprint/16839

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