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

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.