Faktor-Faktor yang Mempengaruhi Minat Beli Skincare Skintific di Tiktok Shop (Studi pada Gen Z Wanita di Kabupaten Jombang)
DOI:
https://doi.org/10.63822/k2z8d955Keywords:
Content Marketing, Brand Image, Customer Reviews, Purchase Intention, TikTok Shop, SkintificAbstract
This study aims to analyze the influence of content marketing, brand image, and consumer reviews on the purchase intention of Skintific skincare products through TikTok Shop among Generation Z women in Jombang Regency. The study is motivated by the rapid growth of social commerce, particularly TikTok Shop, as one of the primary digital marketing platforms for skincare products. Consumers' purchase intention is influenced by various factors, including content marketing, brand image, and consumer reviews available on digital platforms. This research employed a quantitative approach using a survey method. The population consisted of Generation Z women in Jombang Regency, totaling 151,971 individuals. A sample of 100 respondents was selected using the Slovin formula with a purposive sampling technique. Data were collected through questionnaires and analyzed using multiple linear regression with the assistance of SPSS software. The data analysis included validity testing, reliability testing, classical assumption tests, partial significance tests (t-test), simultaneous significance tests (F-test), and the coefficient of determination (R²). The results indicate that, partially, content marketing has no significant effect on the purchase intention of Skintific skincare products through TikTok Shop. In contrast, brand image and consumer reviews have a positive and significant effect on purchase intention. Simultaneously, all three independent variables significantly influence purchase intention, with brand image identified as the most dominant factor. The findings imply that companies should maintain and strengthen their brand image while encouraging positive consumer reviews to enhance purchase intention. Furthermore, content marketing strategies should be continuously evaluated to attract consumers' attention and generate greater purchase interest more effectively.
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