PENGARUH CONTENT MARKETING, INFLUENCER ENDORSEMENT, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINCARE LOKAL

AUDREY SAFA SALSABILA, . (2024) PENGARUH CONTENT MARKETING, INFLUENCER ENDORSEMENT, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SKINCARE LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh content marketing, influencer endorsement, dan electronic word of mouth terhadap minat beli produk skincare lokal. Penelitian ini menggunakan pendekatan kuantitatif dengan SEM (Structural Equation Model). Metode penelitian ini adalah purposive sampling yang termasuk ke dalam non probability sampling. Dalam penelitian ini sampel yang digunakan dikumpulkan melalui kuisioner dengan jumlah responden 250 orang. Kriteria dalam pengambilan sampel adalah lahir pada rentang tahun 1995-2012 (generasi Z), berdomisili di Jabodetabek, pengguna aktif media sosial TikTok dan minimal tiga kali pernah melihat konten produk skincare lokal di media sosial Tiktok, serta tertarik membeli salah satu produk skincare lokal (Wardah, MS Glow, Scarlett, Emina, Somethinc, dan Avoskin). Hasil penelitian menujukkan bahwa content marketing dan electronic word of mouth berpengaruh positif terhadap minat beli produk skincare lokal. Namun, influencer endorsement tidak memiliki pengaruh signifikan terhadap minat beli. *** This research aim to examine the effect of content marketing, influencer endorsement, and electronic word of mouth on purchase intention of local skincare products. This research uses a quantitative approach with SEM (Structural Equation Model). This research method is purposive sampling which is included in non probability sampling. In this research, the sample used was collected through a quesionnaire with 250 respondents. The criteria for sampling are born in the range of 1995-2012 (generation Z), domiciled in Jabodetabek, active users of TikTok and at least three times have seen local skincare local product content on TikTok, and interested in buying one of the local skincare products (Wardah, MS Glow, Scarlett, Emina, Somethinc, and Avoskin). The results results showed that content marketing and electronic word of mouth have a possitive effect on purchase intention in local skincare products.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Setyo Ferry Wibowo, S.E., M.Si. ; 2). Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Audrey Safa Salsabila .
Date Deposited:	09 Aug 2024 01:09
Last Modified:	09 Aug 2024 01:09
URI:	http://repository.unj.ac.id/id/eprint/49487

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