PENGARUH KONTEN MARKETING, VIRAL MARKETING DAN INTENSITAS PENGGUNAAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN ONLINE PADA PENGGUNA TIKTOK DI KABUPATEN PONOROGO

Alpin Maulana Ramadhani, NIM 20415309 Management Study Program, Faculty of Economics, Muhammadiyah University of Ponorogo, Thesis: "The Influence of Content Marketing, Viral Marketing and Intensity of Social Media Use on Online Purchasing Decisions among Tiktok Users in Ponorogo Regency".

The increasingly rapid development of digital technology is currently triggering changes in various aspects of life, one of which is online purchasing decisions, which are influenced by content marketing, viral marketing and the intensity of social media use. The aim of this research is to determine the influence of content marketing, viral marketing and intensity of social media use on online purchasing decisions among TikTok users in Ponorogo Regency. The exact number of this study population is unknown. The number of samples in this study was 102 respondents. This research is quantitative research with data collection methods using questionnaires. Data measurement uses a Likert scale. The data analysis used in this research is multiple linear regression analysis with the SPSS version 25 program. The results of the analysis show that content marketing, viral marketing and intensity of social media use have a significant effect on online purchasing decisions among TikTok users in Ponorogo district.