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All Journal JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Lombogia, Stacia Clearesta
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Economics, Econometrics & Finance

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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 Saerang, Regina T. Tumbuan, Willem J. F. Alfa