Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Produk Herborist Pada Pengguna Aplikasi TikTok Di Kabupaten Nganjuk

Veren Trihanyda Valensya, Ariadi Santoso, Gandung Satriyono

Sari


The study aims 1) to examine the effect of Content Marketing on Purchase Decision, 2) to examine the effect of Influencer Marketing on Purchase Decision, 3) to examine the effect of Content Marketing and Influencer Marketing on Purchase Decision. The data collection method usea a survey with an instrument in the form of an online questionnaire. The sample of this research is 100 respondents. Data analysis using SPSS 27. The results of this study indicate that the results of testing the hypothesis of the Content Marketing variable (X1) show that the t-count is 7,730 while the t-table is 0,1966 because t count 7,730 > from t table 0,1966, so it can be concluded that Content Marketing has a partial positive and significant effect on Purchase Decision of Herborist Products by TikTok Application Users in Nganjuk Regency. The results of testing the hypothesis variable Influencer Marketing (X2) show that the t count value is 3,867 while the t table is 0,1966 because t count 3,867 > from t table 0,1966, so it can be concluded that Influencer Marketing partially has a positive and significant effect on Purchase Decision of Herborist Products by TikTok Application Users in Nganjuk Regency. Both also simultaneously influence Purchase Decision.
Keyword: Content Marketing, Influencer Marketing, Purchase Decision

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Referensi


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DOI: https://doi.org/10.37531/mirai.v10i1.8772

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