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This Author published in this journals
All Journal Journal of Management and Islamic Finance
Andriano A Abubakar
Unknown Affiliation
Religion Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE THE EFFECT OF CONTENT MARKETING AND INFLUENCER ON PURCHASE DECISIONS PRODUCT FASHION AT PLATFORM TIKTOK Andriano A Abubakar; Sulfi Abdul Haji; Ririn Damayanti
Journal of Management and Islamic Finance Vol. 4 No. 1 (2024): Journal of Management and Islamic Finance
Publisher : UIN Raden Mas Said Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22515/jmif.v4i1.6982

Abstract

The purposes of this research are: To find out and analyze how the partial influence of content marketing and influencer variables on purchasing decisions for fashion products on the Tiktok platform studies on Campus II Unkhair students and to determine the simultaneous influence of content marketing and influencer variables on purchasing decisions fashion products on the tiktok platform studies on Campus II Unkhair students. The number of research samples is 80 respondents and data collection using a questionnaire. The test tool used is multiple linear regression analysis using the statistical package for social scientists (SPSS) as a statistical test tool. The results of the study show that content marketing and influencer variables have a partially positive and significant effect on purchasing decisions. Meanwhile, simultaneously that the variables of content marketing and influencer have a positive and significant effect on purchasing decisions.
Co-Authors Ririn Damayanti Sulfi Abdul Haji