<![CDATA[ ABSTRAK Riset ini menelusuri keterkaitan antara kredibilitas influencer dan content marketing dengan minat beli konsumen pada produk Sea Makeup Stayput Prime & Set Continuous Setting Spray, dengan fokus khusus di kalangan Followers. Riset ini bermula dari lonjakan penjualan yang terjadi begitu sang influencer mengunggah kontennya. Peneliti memakai pendekatan kuantitatif ekplanatori lewat metode survey terhadap 100 responden, mayoritas berusia 21 sampai 25 tahun, aktif bermain Tiktok, dan berstatus followers akun @Fujiiian yang pernah menonton konten produk itu. Sampel dipilih memakai purposive sampling, sementara pengolahan datanya memakai regresi linear berganda ditambah uji asumsi klasik. Hasilnya cukup gamblang, kedua variabel terbukti berpengaruh positif dan signifikan terhadap minat beli, dengan Content Marketing menjadi variabel yang paling menonjol pengaruhnya. Angka R2 sebesar 0,614 memperlihatkan bahwa 61,4% minat beli mampu dijelaskan oleh model ini. Uji T serta uji F juga menegaskan signifikansi model tanpa ditemukan masalah multikolinearitas maupun heteroskedastisitas. Temuan ini menegaskan betapa pentingnya konten pemasaran yang menarik, kreatif, informatif, dan tentu saja kehadiran influencer yang kredibel. Atas dasar itu, perusahaan disarankan lebih cermat memilih influencer yang cocok dengan nilai mereknya sembari terus memperkaya konten pemasaran agar hasilnya makin optimal. ABSTRACT This study investigates how influencer credibility and content marketing relate to the purchase intention of Sea Makeup Stayput Prime & Set Continuous Setting Spray among its followers. It was prompted by a sales spike observed right after influencers posted their content. An explanatory quantitative survey design was applied to 100 respondents, most aged 21 to 25, all active TikTok users who follow the account @Fujiiian and had already seen content about the product. Purposive sampling determined the sample, while multiple linear regression together with classical assumption testing handled the data analysis. Both variables turned out to have a positive and significant effect on purchase intention, with content marketing carrying the strongest influence. The resulting R2 of 0.614 indicates that 61.4 percent of purchase interest can be accounted for by this model. Both the T-test and F-test confirmed the model's significance, and no multicollinearity or heteroscedasticity issues were found. These findings point to the importance of content marketing that is engaging, creative, and informative, paired with influencers who are genuinely credible. Companies are therefore encouraged to be more selective in choosing influencers who match their brand values while continuing to enrich their marketing content for better results.]]>
