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All Journal JOURNAL OF ECONOMICS EDUCATION AND ENTREPRENEURSHIP
Rahmawati, Putri Adi
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education

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The Influence of Content Marketing, Content Quality, and Brand Image on the Purchase Intention of Skintific Products Through the Official TikTok Rahmawati, Putri Adi; Farida, Lailatul
Journal of Economics Education and Entrepreneurship Vol 5, No 2 (2024): JEE, AUGUST 2024
Publisher : Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20527/jee.v5i2.12157

Abstract

This study aims to find out how the Influence of Content Marketing, Content Quality, and Brand Image on Puchase Intention in  Skintific skincare products  through TikTok video content. This research method uses quantitative methods. The population in this study is consumers of Skintific products. The sample criteria in this study are Gen Z and Millennials who use the TikTok application in Malang. The sampling technique used purposive sampling techniques  and obtained 110 samples. The data analysis technique uses multiple linear regression analysis. The results of this study show that content marketing variables  have a partial positive and significant effect on purchase intention. Content quality variables  have a partially positive and significant influence on purchase intention. Brand image variables  have a partially positive and significant effect on purchase intention. Then the simultaneous relationship between the variables of content marketing, content quality, and brand image has a positive and significant effect on purchase intention. This research can be used by companies in organizing sales promotions so that they are in great demand by broad consumers.
Co-Authors Farida, Lailatul