Pengaruh Content Marketing dan E-Wom Terhadap Niat Beli Ulang Produk Lavojoy Body Serum Instant Tone Up Konsumen di Kota Batu
DOI:
https://doi.org/10.63822/93ybj439Keywords:
Content Marketing; E-WOM; Repurchase Intention; TikTok; Body SerumAbstract
The development of social media has significantly altered company marketing strategies, particularly through content marketing and E-WOM, both of which play pivotal roles in driving consumer repurchase intentions. This empirical study aimed to evaluate the partial and simultaneous effects of content marketing and E-WOM on the repurchase intention of Lavojoy Body Serum Instant Tone Up among female consumers in Batu City. Utilizing a quantitative explanatory research design, data were collected via structured online questionnaires distributed to 96 respondents selected through purposive sampling (calculated using Cochran's formula for infinite populations). Data were systematically analyzed using multiple linear regression with IBM SPSS. The empirical results demonstrated that content marketing has a positive and statistically significant partial effect on repurchase intention (t = 2.017, p = 0.047 < 0.05). Furthermore, E-WOM exhibited a highly significant positive partial effect and emerged as the most dominant predictor (t = 4.687, p < 0.001). Simultaneously, content marketing and E-WOM exerted a strong positive influence on repurchase intention (F = 46.047, p < 0.001), accounting for 48.7% of the variance (Adjusted R² = 0.487). These findings underscore the necessity for skincare brands to synthesize high-quality TikTok visual content with authentic peer reviews to maximize customer retention and brand loyalty.
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