Saerang, Regina T.
Unknown Affiliation

Published : 51 Documents Claim Missing Document
Claim Missing Document
Check
Articles

THE INFLUENCE OF CELEBRITY ENDORSEMENT AND CONTENT MARKETING ON PURCHASE INTENTION OF SKINTIFIC PRODUCTS AT TIKTOK SHOP Lombogia, Stacia Clearesta; Tumbuan, Willem J. F. Alfa; Saerang, Regina T.
Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi Vol. 12 No. 03 (2024): JE. Vol. 12 No 3
Publisher : Universitas Sam Ratulangi

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35794/emba.v12i03.58498

Abstract

The primary objectives of this research are threefold: firstly, to know the Influence of Celebrity Endorsement on Purchase Intention of Skintific Products at Tiktok Shop; secondly, to know the Influence of Content Marketing on Purchase Intention of Skintific Products at Tiktok Shop; thirdly to know the Influence of Celebrity Endorsement and Content Marketing on Purchase Intention of Skintific Products at Tiktok Shop;. The research adopts a quantitative approach, involving the number of sample of 100 respondents of Gen Z Manado. Multiple linear regression analysis, utilizing SPSS Version 20 as the analytical tool, demonstrates that Celebrity Endorsement and Content Marketing significantly Influence Purchase Intention.   Keywords: Celebrity Endorsement, Content Marketing, Purchase Intention
Co-Authors ,, Adolfina Adolfina, . . Alfero, Febrianto Exel Aruan, Carina Benu, Nada Astria Carmel Benu A.C. Benu Daud, Kurnia Abd R. P. David P. E. Saerang Frederik G. Worang, Frederik G. Garera, Debora P. Greis M. Sendow Hamid, Dhio Adhirezkha Herman Karamoy Hido, Esterlita Claudia Irvan Trang James D. D. Massie, James D. D. James D.D. Massie Jeanefer, Tangkudung A. Joy Elly Tulung Kainde, Shania K. Kalesaran, Maesa R. Kananlua, Abigael L. Kansil, Anggraini C. Kindangen, Devina A. Kindangen, Natalia Shareen Laihad, Rifka Amelia Legi, Denada Lengkey, Laura Verrent Katoce Liusito, Reginald A. Lombogia, Stacia Clearesta Lukar, Marthino Britain Bradley Mallo, Chandra K.H. Mamengko, Rosita Julianda Manery, Benyamin Richard Manuel, Angelia J. Merinda H. Ch. Pandowo Moto, Melanie Tiffany Muhammad, Adirio M. Olbata, Marselino Stevanus Olivia S. Nelwan Onesimus Simanungkalit, Onesimus Paat, Fernando Armando Palimbongan, Reynalda C. M. Pangemanan, Sifrid. S. Paulus Kindangen Pelle, Nathasya F. Pieter, Gabriela M. Pinasang, Ian G. Pongoh, Andreas D. Rantung, Priskila M.A Rita Taroreh Rugian, Nada G.M S.L.H.V Joyce Lapian Saeh, Charlen Sasue, Aurelie A.W. Sekeon, Tria Senduk, Ayleen Tania Sifrid S. Pangemanan Sigar, Frista R. Sondakh, Tiffany Tan, Timoty C. A. Tangdialla, Abraham Aprilio Tumbuan, Willem J. F. A. Tumbuan, Willem J. F. Alfa Victor P.K Lengkong Victor P.K. Lengkong Wajong, Frity C. Waloni, Verren Henny Warbung, Cicilia J. E Wereh, Astri S. Wola, Marcelina Indriani Wungow, Abigail