Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
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This Author published in this journals
All Journal Journal of Management, Economic, and Accounting
Wanda Wandira
Universitas IBA
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Effect Of Streamer Credibility And Content Marketing On Consumers’ Purchase Intention Toward Daviena Skincare Products On Tiktok In Palembang City Wanda Wandira; Esty Naruliza; Sri Ermeila; Ria Astri Yani
Journal of Management, Economic, and Accounting Vol. 5 No. 4 (2026): Oktober
Publisher : Universitas Dehasen Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37676/jmea.v5i4.1782

Abstract

The purpose of this study is to examine how credibility and content marketing influence consumer purchase intention toward Daviena Skincare products through TikTok in Palembang City. This research employed a quantitative approach. The sample consisted of 272 respondents who are TikTok users and Daviena Skincare consumers in Palembang City,. Data were collected through questionnaires and processed using multiple linear regression analysis with SPSS version 27 software. The analysis results prove that credibility and content marketing simultaneously have a significant influence on purchase intention. This is evidenced by the calculated F value of 271.409, which far exceeds the F table value of 2.51. Based on the coefficient of determination, the two independent variables are able to explain 66.9% of the variation in purchase intention for Daviena Skincare products, while the remaining 33.1% is explained by other factors outside this research model.
Co-Authors Ermeila, Sri Esty Naruliza Ria Astri Yani