Pengaruh Persepsi Green Product Innovation, Content Marketing dan E-Wom Terhadap Minat Beli Produk Lampu Emergency Pada Tiktok Shop

Pambudi, Arif Ikhbal Aditya (2026) Pengaruh Persepsi Green Product Innovation, Content Marketing dan E-Wom Terhadap Minat Beli Produk Lampu Emergency Pada Tiktok Shop. Skripsi thesis, Universitas Putra Bangsa.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh green product innovation, content marketing, dan electronic word of mouth (e-WOM) terhadap minat beli produk lampu emergency berbasis panel surya pada TikTok Shop. Penelitian ini menggunakan metode kuantitatif dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dengan bantuan IBM SPSS Statistics. Hasil penelitian menunjukkan bahwa green product innovation, content marketing, dan e-WOM berpengaruh positif dan signifikan terhadap minat beli, baik secara parsial maupun simultan. Artinya, semakin baik persepsi konsumen terhadap inovasi produk, kualitas konten pemasaran, dan ulasan online, maka semakin tinggi minat beli konsumen.

Kata Kunci: Green Product Innovation, Content Marketing, E-WOM, Minat Beli, TikTok Shop.

Item Type: Thesis (Skripsi)
Additional Information: S26.314
Uncontrolled Keywords: Green Product Innovation, Content Marketing, E-WOM, Minat Beli, TikTok Shop.
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Faculty of Law, Arts and Social Sciences > School of Management
Depositing User: Arif Ikhbal Aditya Pambudi
Date Deposited: 21 Sep 2026 07:34
Last Modified: 21 Sep 2026 07:34
URI: http://eprints.universitasputrabangsa.ac.id/id/eprint/11450

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