THE INFLUENCE OF CONTENT MARKETING AND BRAND AUTHENTICITY ON CONTINUOUS PURCHASE INTENTION ON PRODUCTS FACETOLOGY ON THE TIKTOK APPLICATION IN TANGERANG CITY
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The objective of this research is to determine the effect of Content Marketing and Brand Authenticity on Continuous Purchase Intention on Facetology Products in the Tiktok Application in Tangerang City. A quantitative method is employed in this research. The research sample consisted of 100 respondents who were determined by purposive sampling, with special criteria for respondents who use Facetology products in the Tangerang city area through the Tiktok application. Data collection was carried out using A 1–5 Likert scale questionnaire was used, followed by validity, reliability, assumption, regression, and R² tests test and hypothesis test and data analysis using SPSS version 27. The findings indicated a partially strong and meaningful influence of the Content Marketing variable had a t-score of 9.509, exceeding the critical value of 1.660, with p = 0.000, Brand Authenticity has a positive and significant effect on Continuous Purchase Intention with a t-score of 7.891 which exceeds 1.660, with a significance of p = 0.000. Findings from simultaneous the analytical results demonstrate that Content Marketing and Brand Authenticity on Continuous Purchase Intention together have a positive and significant with F count 57.067> F table 3.091 with a p-value of 0.000, indicating statistical significance. Based on the determination parameter evaluation, the results were 54.1% while 45.9% were influenced by other variables that were not tested.
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