PENGARUH CONTENT MARKETING DAN INFLUENCER MARKETING TERHADAP MINAT BELI JINISO PADA TIKTOK SHOP DI TASIKMALAYA
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Abstract
This study aims to determine the effect of Content Marketing and Influencer Marketing on Jiniso Purchase Interest on TikTok Shop in Tasikmalaya. The research method used is a descriptive research type with a quantitative approach. The sampling technique used was a non-probability sampling technique with a purposive sampling method and the number of samples used was 100 respondents. The data used consisted of primary data obtained through questionnaires, and secondary data obtained from literature studies and other relevant sources. The analysis tool used was multiple linear regression using SPSS version 25. The results of the study showed that Content Marketing and Influencer Marketing simultaneously had a positive and significant effect on Purchase Interest. Content Marketing partially had a positive and significant effect on Purchase Interest. Influencer Marketing partially had a positive and significant effect on Purchase Interest.
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