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All Journal Indo-MathEdu Intellectuals Journal IIJSE Ethnography: Journal of Design, Social Sciences and Humanistic Studies
Diba, Adinda Farah
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Religion Arts Humanities Economics, Econometrics & Finance Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Social Sciences

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Journal : IIJSE

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The Effect of Content Marketing and Influencer Marketing on Purchase Intention for Luxcrime Products on the Tiktok Application in Surabaya Diba, Adinda Farah; Aminah, Siti
Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE) Vol 7 No 3 (2024): Sharia Economics
Publisher : Sharia Economics Department Universitas KH. Abdul Chalim, Mojokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31538/iijse.v7i3.5206

Abstract

Amidst the rapid advancements in the digital era, social media marketing strategies have become readily accessible. Capitalizing on trending social media platforms like TikTok to attract consumer interest is achieved through content marketing and influencer marketing strategies. This research aims to investigate the influence of Content and Influencer Marketing on Purchase Intention, employing Luxcrime products in Surabaya as the research subject. The population of this study encompasses TikTok users who have encountered content marketing featuring influencers on Luxcrime's account. The sample size comprises 90 respondents from the city of Surabaya. Data analysis was conducted using the SEMPLS method with SmartPLS software. This quantitative research employed PLS analysis. The research concludes that Content Marketing and Influencer Marketing effectively generate purchase intention for Luxcrime products in Surabaya.
Co-Authors Almarind, Marisa Amenobelia, Amenobelia Anysa, Ega Darmayana, Zahra Hairani, Zahra Hani, Nadia Jubaidah, Jubaidah Rasenda, Rasenda Saputri, Arum Dwi Sarina, Desi Siti Aminah Subaedah, Sitti Suryani, Ruthpani Syahputri, Nurlaily Thomas Thomas Yolanda Yolanda, Yolanda Yusnadi, Yusnadi