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Journal : Economic Reviews Journal

Pengaruh Content Marketing dan Celebrity Endorser Terhadap Keputusan Pembelian Dengan Brand Trust Sebagai Variabel Intervening: Studi pada Pembeli Hafez Restorer di Media Sosial Tiktok Abdur Rohman; Antin Rakhmawati
Economic Reviews Journal Vol. 3 No. 4 (2024): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v3i4.553

Abstract

The rapid development of digital technology has made social media one of the most influential platforms in the purchasing decision process. TikTok is one of the social media platforms currently popular in Indonesia. The presence of TikTok has attracted many companies to start utilizing it as a marketing tool. The purpose of this research is to examine the influence of Content Marketing and Celebrity Endorsement on purchasing decisions for Hafez Restorer products on TikTok, with Brand Trust as an intervening variable. The research method used is quantitative, with data analysis techniques involving path analysis. The sampling method employed purposive sampling with 106 respondents. Data processing was carried out using SPSS software version 22. The results of the study indicate that the variables of Content Marketing and Celebrity Endorser have a positive and significant effect on Brand Trust. Additionally, Content Marketing and Celebrity Endorser have a positive and significant effect on Purchasing Decisions, and Brand Trust positively and significantly affects Purchasing Decisions. Furthermore, Content Marketing and Celebrity Endorser indirectly influence purchasing decisions through Brand Trust as an intervening variable.
Co-Authors ABDULLAH FAQIH Abu Fanani Adinda Rifantini Afaf Fitriati Afiyanta Wulandari Agus Sururi Ahmad Fikri Hasan Ahmad Frank Ahmad Sidiq Ahmad Syafiq Kamil Aisha Nurrahma Naifa Alfin Abdillah Hasan Alfina Rahmadaniar Allifna An Nauroh Amalia Rahmawatus Syafa’ah Ana Fitrotun Nisa' Anam, Masrul Andini Maulidya Anggi Nufita Sari Anisa Lestari Anisa Putri Anisa Syafira Antin Rakhmawati Arfiati Ulfa Utami Arief Tegar Saputra Arikatun Maimunah Arisa Qurrotu Aini Lina Asfahani Asfahani Aswadi Auliyah Diana Diva Ayu Ashari BAGUS SETYAWAN BAHRUL ULUM Chasnah Noer Setyani Choirun Nisa Devah Sukmawati Dewi Lara sati Diana Putri Anggreini Diana Rohmaniah Dofiruddin Dwi Putri Ayu Nur Aini Dwi Yanti Octaviani Elisa Tri Rahayu Fathur Rozi Fatonah Febiola Anggun Tri Setyo Febyan Dimas Pramanta Fendy Julianto Fina Rohmatika Firli Amaliatul Fadilah Fitriana Ghafiratun Ni’am El Maulidiyah Helfi Hildah Meliyana Honainah Ida Farida Iin Sri Handayani Ikmalur Rizal Ima Kurniastuti Imroatun Mufida Iqbal Istafi Ismi Iftikad Jannatul Rohaini Jennatul Ma’wa Junaidi Junaidi Junaidi Junaidi Kholilur Rohman Khurshed Iqbal Komul, Theodora Maria Putri Kurnia Fitri Salsabila Kurrotul Uyun Lailatul Berliana Ningsih LAILATUL FITRIA Lailatul Qomariyah Loso Judijanto Lutfiyah M Shofi Saputra M Syarifudin M. Arif Romadhoni M. Daimuddin Machfud Muhamad Sodiq Maftukhatul Faziani MAIMUNA Maratus Solihah Mariatul Qibtiyah Mariyatul Kiptiyah Masrul Anam Meli Seliani Mellyna Mustika Rini Miftahur Rohmah Mila Kamelia Putri Moh azfahani zain Moh Rizky Mulyadi Moh. Ali Riyadlo Moh. Ibnu Rusy Ramadhan Moh. Ma'ruf Aminulloh Moh. Nasrul Muslim Moh. Rizky Kurniawan Mohammad Fauzi Muawanah Muhammad Iqbal Maulana Muhammad Rifki Muhammad Zaini Mukhammad Bakhruddin Mulyono Najamudin Museyyenah Musleh Muslihah Najla Shafaa Kamila Nanda Alfreda Putri Nasya Amelia Putri Niadatus Soliha Niswah Azranillah Noufal Firdaus Nur Diana Nur Ina Avia Nur Komariyah Nur Milla Nurul Jennah Nuzhuliya Mega Avifa Puput Purnamasari Putri Firda Febrianti Qonita Shofiyani Raid Azhar Romadhan Rania Ningsih Raudhatul Mustaqimah Refani Nafi Sara Retno Khabibatuni’mah Revalina Aurelia Oktanti Reza Abdilah Saputra Rida Irmanda Rizka Nur Amaliyah A. Rizki Ardiansyah Rizqiatul Camelia Rizqy Zharifah Ivanka Rony Sandra Yofa Zebua Rusdun Kamil Ramadhan Sabahah El Rojana Safiratunnisa’ Ansari Putri Sajidah Salimatus Syafa’ah Salisa Khoirun Salsabila Salman Alfarisi samsul arifin Santra Eda Yudha Serli Siswo Siti Ma’rifatun Navidah Siti Nafisah Siti Nur Aisa Siti Nur Rosidah Siti Nurdiana Kamiliyah Sri Amilia Syauqie Habibillah Syindi Nur Jannah Syofiana Mailinda Tatha Amelia Fretika Tazkiyah Fuadiyah Tina Syahadatina Tsanya Rusyda Nugrahani Ubait Syauqi Umar Gibran Asshiddiqi Ummah, M. Fijar Ishlahul Veni Vebriyanti Veren Nur Afida Vica Aurelia Hartantri Vifin Nadzary Al Awaly Wahdatul Nadia Rawi Wildan Setiawan Wilfi Tizka Sari Yuni Zaroh Yunita Ayu Yusroh Fajariyah Zaenab Zumrotul Latifah