Pengaruh Konten Marketing, E-WoM, dan Citra Merek di Media Sosial Tiktok terhadap Minat Beli Kosmetik Mother of Pearl

Abstract

This study aims to explain and analyze how much influence marketing content has on purchase intention in mother-of-pearl cosmetics; how much influence e-WoM has on purchase intention in mother-of-pearl cosmetics as well as find out how much influence Brand Image on TikTok social media has on purchase intention in Mother of Pearl cosmetics. This study used sociopsychological tradition. The theory used in this study is the Elaboration Likelihood Theory. The approach in this study is a quantitative approach. The sample used is 100 respondents who use TikTok social media and know Mother-of-Pearl products aged 18-25 years. The data collection method used in this research is a survey through a questionnaire that has been distributed through Google Forms. The analysis in this study uses SPSS. The conclusion of this study states that Content Marketing and e-WoM do not have a partial effect but have a simultaneous effect on Purchase intention in Mother of Pearl cosmetics. And Brand Image significantly influences the Purchase intention of Mother of Pear cosmetics, both partially and simultaneously.