| dc.contributor.advisor | Anggraini, Raden Isma | |
| dc.contributor.advisor | Sari, Linda Karlina | |
| dc.contributor.author | Bispo, Fazila Siti Humayra | |
| dc.date.accessioned | 2025-06-27T12:33:14Z | |
| dc.date.available | 2025-06-27T12:33:14Z | |
| dc.date.issued | 2025 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/163200 | |
| dc.description.abstract | Peningkatan penggunaan konten digital dalam pemasaran memberi peluang besar bagi industri makanan untuk menjangkau konsumen. Namun, muncul permasalahan berupa meningkatnya skeptisisme konsumen terhadap keaslian dan kredibilitas informasi yang beredar di media sosial. Dubai Chocolate Bar merupakan contoh produk yang viral di TikTok melalui user generated content (UGC) dan electronic word of mouth (e-WOM). Meskipun ramai diperbincangkan, belum diketahui apakah eksposur tersebut mampu mendorong niat beli konsumen. Penelitian ini bertujuan untuk mengidentifikasi karakteristik konsumen, menganalisis pengaruh UGC dan e-WOM terhadap niat beli, dan merumuskan strategi pemasaran yang relevan. Metode kuantitatif digunakan melalui penyebaran kuesioner online kepada 200 responden di wilayah Jabodetabek dan dianalisis menggunakan SEM-PLS. Hasil menunjukkan bahwa UGC dan e-WOM berpengaruh terhadap niat beli. Pelaku usaha disarankan untuk meningkatkan kualitas konten dan ulasan positif, serta menghadirkan diferensiasi produk guna membangun kepercayaan dan mendorong niat beli secara lebih efektif. | |
| dc.description.abstract | The rise of digital content in marketing presents great potential for the food industry to reach wider audiences. However, it also triggers consumer skepticism regarding the authenticity of information on social media. Dubai Chocolate Bar, which went viral on TikTok through user-generated content (UGC) and electronic word of mouth (e-WOM), exemplifies this phenomenon. Despite its popularity, the extent to which such exposure influences purchase intention remains unclear. This study aims to examine consumer characteristics, analyze the influence of UGC and e-WOM on purchase intention, and develop relevant marketing strategies. A quantitative approach was used through an online survey of 200 respondents in the Greater Jakarta area (Jabodetabek), analyzed with SEM-PLS. Findings show that UGC and e-WOM significantly affect purchase intention. Businesses are encouraged to improve content quality, strengthen positive reviews, and create unique product offerings to build consumer trust and increase purchase intention. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Pengaruh User Generated Content dan e-WOM terhadap Niat Beli Produk Dubai Chocolate Bar di TikTok | id |
| dc.title.alternative | The Influence of User Generated Content and e-WOM on Purchase Intention of Dubai Chocolate Bar Products on TikTok | |
| dc.type | Skripsi | |
| dc.subject.keyword | electronic word of mouth | id |
| dc.subject.keyword | Niat Beli | id |
| dc.subject.keyword | pemasaran digital | id |
| dc.subject.keyword | Tiktok | id |
| dc.subject.keyword | user generated content | id |
