<![CDATA[ABSTRACTThis research aims to determinethe effect of content marketing and celebrity endorsement on consumer buying interest in Tiktok ABEABEABE on Cimory Yogurt Stick. The population in this research were the people of Pekalongan City and the Pekalongan Residency aged 18-33 years who were followers of abe or who had seen Abe Yogurt Cimory Stick content. The sample used in this research was 57 respondents using the purposive sampling technique.The data collection was in the form questionnaire distributed using a google form with a data processing technique using multi linier resression analysis using SPSS 20. The results showed that content marketing had a positive and significant impact on consumer buying interest. Celebrity endorsement had a positive and significant impact on consumer buying intererst. Keywords : Content Marketing, Celebrity Endorsement, Purchase IntentionABSTRAKPenelitian ini bertujuan untuk mengetahui pengaruh content marketing dan celebrity endorsement terhadap minat beli konsumen tiktok abe pada produk cimory yogurt stick. Populasi penelitian ini yaitu masyarakat Kota Pekalongan dan Se-Karesidenan Pekalongan. Sampel yang digunakan penelitian ini sebanyak 57 responden dengan menggunakan teknik purposive sampling. Metode pengumpulan data dengan menggunakan kuesioner yang disebar dengan menggunakan google form dengan teknik pengolahan data menggunakan analisis regresi linier berganda menggunakan SPSS 20. Hasil analisis menunjukan bahwa content marketing berpengaruh positif dan signifikan terhadap minat beli konsumen. Celebrity endorsement berpengaruh positif dan signifikan terhadap minat beli konsumenKata Kunci : Content Marketing, Celebrity Endorsement, Minat Beli]]>
Copyrights © 2024
