JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Vol. 12 No. 03 (2024): JE. Vol. 12 No 3

THE INFLUENCE OF CELEBRITY ENDORSEMENT AND CONTENT MARKETING ON PURCHASE INTENTION OF SKINTIFIC PRODUCTS AT TIKTOK SHOP

Lombogia, Stacia Clearesta (Unknown)
Tumbuan, Willem J. F. Alfa (Unknown)
Saerang, Regina T. (Unknown)

Article Info

Publish Date
08 Oct 2024

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

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL EMBA : JURNAL RISET EKONOMI, MANAJEMEN, BISNIS DAN AKUNTANSI
Website

Abbrev

emba

Publisher

Universitas Sam Ratulangi

Subject

Economics, Econometrics & Finance

Description

Jurnal EMBA merupakan terbitan berkala sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan dibidang ekonomi. Diterbitkan oleh Fakultas Ekonomi dan Bisnis Univeristas Sam Ratulangi Manado. Jurnal ini diterbitkan 4 kali setahun, sejak tahun 2012. Setiap artikel direview oleh ...