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All Journal MIX : Jurnal Ilmiah Manajemen Panrita Abdi - Jurnal Pengabdian pada Masyarakat STATERA: Jurnal Akuntansi dan Keuangan eCo-Buss Management Studies and Entrepreneurship Journal (MSEJ) Parta: Jurnal Pengabdian Kepada Masyarakat eCo-Fin AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis JIMEK
I Nengah Wirsa
Universitas Pendidikan Nasional
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Content Marketing dan Influencer Marketing melalui Tiktok terhadap Keputusan Pembelian Produk Hanaka & Co pada Generasi Z Komang Widya Sari Dewi Sudiarta; I Nengah Wirsa
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.11693

Abstract

This study aims to determine the effect of content marketing and influencer marketing through TikTok on purchasing decisions of Hanaka & Co products among Generation Z in Denpasar City. This research used a quantitative approach with an associative research design. The population in this study consisted of Generation Z in Denpasar City who use TikTok and have been exposed to Hanaka & Co marketing content. The sampling technique used purposive sampling with a total of 100 respondents. Data were collected through online questionnaires using a Likert scale of 1–5. The data analysis technique used multiple linear regression analysis with the assistance of SPSS software. The results showed that content marketing had a positive and significant effect on purchasing decisions with a significance value of 0.000. Influencer marketing also had a positive and significant effect on purchasing decisions with a significance value of 0.000. Simultaneously, content marketing and influencer marketing significantly influenced purchasing decisions of Hanaka & Co products among Generation Z in Denpasar City.
Co-Authors Anak Agung Putu Putra Mahendra Desak Made Febri Purnama Sari Gine Das Prena I Gusti Ayu Agung Omika Dewi I Gusti Ayu Tirtayani I Komang Adi Pradana I Made Bagus Lawa Pradnyanthya Wartika I Made Suidarma I Nengah Dasi Astawa I Nyoman Rasmen Adi I Nyoman Tegar Adi Wijaya I Putu Andi Wirawan I Putu Dharmawan Pradhana Ketut Tanti Kustina Komang Widya Sari Dewi Sudiarta Made Mulyadi Mahyuni, Luh Putu Malekul Astar Ni Kadek Kirana Iswari Dewi Ni Putu Nina Eka Lestari Ni Wayan Novi Karyani Pika, Putu Ayu Titha Paramita Putu Purnama Dewi Setini, Made Taha Zohor