PENGARUH CONTENT MARKETING, VIRAL MARKETING DAN INFLUENCER DI PLATFORM TIKTOK TERHADAP MINAT BELI PRODUK SKINCARE GLAD2GLOW PADA MAHASISWI UNIVERSITAS HALU OLEO

Abstrak

This study aims to determine and analyze The influence of content marketing, viral marketing, and influencers simultaneously on the purchasing interest of UHO female students. The influence of content marketing on the purchasing interest of UHO female students. The influence of viral marketing on the purchasing interest of UHO female students. The influence of influencers on the purchasing interest of UHO female students. The population of this study was UHO students who used glad2glow skincare because they saw this skincare on Tiktok. The sample in this study amounted to 102 respondents. The data collection method in this study was using a questionnaire distributed via Google Form. This study used multiple linear regression analysis with the help of the SPSS version 25 program. The results of this study indicate that Content marketing, viral marketing and influencers have a positive and significant effect on UHO female students' purchasing interest in glad2glow skincare products on the TikTok platform. Content marketing has a positive and significant effect on UHO female students' purchasing interest in glad2glow skincare products on the TikTok platform. Viral marketing does not show a significant effect on UHO female students' purchasing interest in glad2glow skincare products on the TikTok platform. Influencers have a positive and significant effect on UHO female students' purchasing interest in glad2glow skincare products on the TikTok platform.

Kata kunci

• Content Marketing
• Influencer
• Purchase Interest
• Viral marketing