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All Journal JRMB (JURNAL RISET MANAJEMEN & BISNIS)
Z, Aulya Putri Rayhan
Unknown Affiliation
Economics, Econometrics & Finance Social Sciences

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Pengaruh Content Marketing Dan Influencer Marketing Terhadap Minat Beli Produk Kosmetik Somethinc Di Kota Medan Z, Aulya Putri Rayhan; Helmi, Tengku Ahmad; Julkarnain, Julkarnain
JRMB (Jurnal Riset Manajemen & Bisnis) Vol 9, No 1 (2024): JUNI
Publisher : Universitas Islam Islam Sumatera Utara

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.30743/jrmb.v9i1.11079

Abstract

This research aims to analyze the influence of content marketing and influencer marketing on consumer purchase intention for Somethinc products in Medan. The research method employed a quantitative approach with data collection through an online questionnaire. The research sample consisted of 200 respondents. Data analysis was conducted using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results indicate that content marketing and influencer marketing have a positive and significant influence on consumer purchase intention. These findings provide valuable insights for Somethinc and other cosmetic brands in designing effective digital marketing strategies to enhance consumer purchase intention.
Co-Authors Helmi, Tengku Ahmad Julkarnain, Julkarnain