Pengaruh Harga, Online Customer Riview Dan Content Marketing Melalui Tiktok Terhadap Minat Beli Konsumen Pada Bakso President Di Kota Malang (Studi Kasus Mahasiswa Universitas Islam Malang)

Abstract

Abstract

This study examines the effects of price, online customer reviews, and TikTok content marketing on consumers' purchase intention at Bakso President in Malang City. A quantitative approach was employed using purposive sampling of 95 students from Universitas Islam Malang. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS. The findings reveal that price (Sig. = 0.013) and online customer reviews (Sig. = 0.000) have a positive and significant effect on purchase intention, while TikTok content marketing does not have a significant effect (Sig. = 0.228). Simultaneously, the three variables significantly influence purchase intention (F = 205.572; Sig. = 0.000). The model explains 86.7% of the variance in purchase intention (Adjusted R² = 0.867), indicating that online customer reviews are the most influential factor. These findings highlight the importance of competitive pricing and positive customer reviews in increasing consumers' purchase intention in the culinary industry.

Keywords: Price; Online Customer Review; TikTok Content Marketing; Purchase Intention.