The Influence of Content Marketing, Content Quality, and Brand Image on the Purchase Intention of Skintific Products Through the Official TikTok

Putri Adi Rahmawati, Lailatul Farida

Abstract


This study aims to find out how the Influence of Content Marketing, Content Quality, and Brand Image on Puchase Intention in  Skintific skincare products  through TikTok video content. This research method uses quantitative methods. The population in this study is consumers of Skintific products. The sample criteria in this study are Gen Z and Millennials who use the TikTok application in Malang. The sampling technique used purposive sampling techniques  and obtained 110 samples. The data analysis technique uses multiple linear regression analysis. The results of this study show that content marketing variables  have a partial positive and significant effect on purchase intention. Content quality variables  have a partially positive and significant influence on purchase intention. Brand image variables  have a partially positive and significant effect on purchase intention. Then the simultaneous relationship between the variables of content marketing, content quality, and brand image has a positive and significant effect on purchase intention. This research can be used by companies in organizing sales promotions so that they are in great demand by broad consumers.

Keywords


Content marketing; Content quality; Brand image; Purchase intention

Full Text:

PDF

References


Adelia, R., &; Cahya, S. B. (2023). The Influence of Content Marketing and Brand Image on the Buying Interest of the Gedang Mafia in the City of Surabaya. Journal of Commerce Education (JPTN), 11.

Ahmad, S. H., Wolok, T., &; Abdussamad, Z. K. (2022). The Influence of Shopping Lifestyle and SkinCare Product Promotion on Impulse Buying Through Tiktok Shop Media. Jambura, 5(2). Http://Ejurnal.Ung.Ac.Id/Index.Php/Jimb

Al-Qudah, O. M. A. (2020). The Effect Of Brands' Social Network Content Quality And Interactivity On Purchase Intention: Evidence From Jordan. Management Science Letters, 10(13), 3135–3142. Https://Doi.Org/10.5267/J.Msl.2020.5.009

Ananda, P. D. V. Y. N. N. K. E. N. Wayan. W. I. G. K. S. N. W. (2023). Determinants of Purchase Intention in E-commerce: Concept and Application (Print 1). Media Library Indo.

Aprianti, F., Hayatudin, A., & Susilawati, P. S. (2019). Proceedings of Islamic Finance and Banking Overview Of Islamic Marketing For Elzatta's Brand Image. Proceedings of Islamic Finance and Banking, 5(1).

Aritonang, I. (2005). Application of statistics in the processing and analysis of health data (print 1). Media Pressindo.

Astuti, M. , Sembiring, R., & Argo, J. G. (2023). Digital Marketing Strategy and Technology Behavior in Society 4.0 (Print 1). Cv. Budi Utama.

Sophisticated, M. C., Mustikarini, C. N., &; Parega, E. (2023). Seiko : Journal Of Management T&; Business The Impact Of Social Media Influencers And Content Quality Unraveling The Mediating Role Of Trust On Purchase Intention. Seiko: Journal Of Management & Business, 6(1), 263–270.

Chakti, A. G. (2019). The Book Of Digital Marketing (Print 1). Celebes Media Mighty.

Dabbous, A., &; Barakat, K. A. (2020). Bridging The Online Offline Gap: Assessing The Impact Of Brands' Social Network Content Quality On Brand Awareness And Purchase Intention. Journal Of Retailing and Consumer Services, 53. Https://Doi.Org/10.1016/J.Jretconser.2019.101966

Darma, B. (2021). Research statistics using Spss (validity test, reliability test, simple linear regression, multiple linear regression, t test, f test, r2) (print 1). Guepedia.

Paradise. (2021). Quantitative Research Methodology Complemented by Regression Analysis Ibm Spss Statistics Version 26.0 (F. Ravida, ed.; Mould 1). Dotplus Publisher.

Hardiyanah, T., Hidayati, R., Nasution, A. H., Muslikh, M., &; Marhamah, S. (2023). The influence of content marketing, sales promotion, personal selling and brand image on buying interest in CV Laditri Karya. Journal of Accounting, Management, and Economics Research (Jamer), 1(2), 75–92. Https://Doi.Org/10.33476/Jamer.V1i2.29

Hermawan, I. (2019). Quantitative, Qualitative &; Mixed Method Education Research Methodology (Print 1). Hidayatul Quran Kuningan.

Hidayat, A. A. (2021). Preparing Research Instruments & Validity-Reliability Tests (A. Aziz, Ed.; Mould 1). Health Books Publishing.

Khalidah, N. D., Asiyah, S., &; Ridwan Basalamah, M. (2023). The Influence Of Video Marketing, User Generated Content On Purchase Intention Through Brand Awareness As Intervening Variables. Budapest International Institute of Research and Critics-Journal (Birci-Journal)), 6(1). Https://Doi.Org/10.33258/Birci.V6i1.7500

Lamonge, A. S. R. N. E. H., Nono. S. Kostiawan. H. A. N. Nanang. T. M. Z. Mustakim. Fajrillah. A. V. S. (2023). Quantitative Research Methods: Manual Calculation and Spss (Print 1). Get Press Indonesia.

Masters, M. W., Education, A., Christianity, U., & Discourse, S. (2023). Educational research approach: qualitative research methods, quantitative research methods and mixed research methods. Tambusai Education Journal, 7(1), 2900.

Mirabi, V., Akbariyeh, H., &; Tahmasebifard, H. (2015). A Study Of Factors Affecting On Customers Purchase Intention Case Study: The Agencies of Bono Brand Tile In Tehran. In Journal Of Multidisciplinary Engineering Science And Technology (Jmest) (Vol. 2, Issue 1). Www.Jmest.Org

Musyaffi, Ayatulloh M. , Khairunnisa Hera. , Respati, Dwi K. (2021). Basic Concept of Structural Equation Model-Partial Least Square Sem-PLS Using Smartpls (Print 1). Pascal Books.

Nisfiannoor, M. (2009). Modern statistical approaches to the social sciences (A. N. Dini, ed.; Mould 1). Salemba Humanika.

Nugraha, B. (2022). Development of Statistical Tests: Implementation of Multiple Linear Regression Methods with Consideration of Classical Assumption Tests (A. Susanto, Ed.; Mould 1). Pradina Pustaka.

Panjawa, J. L. S. R. (2021). Introduction to basic econometrics, theory and practical application to socio-economics (print 1). Love House Library.

Prasetyo, Faiz I. , Budiyanto, Muhammad A. (2022). The influence of brand awareness, brand loyalty and brand image on the interest in buying online products on the Tokopedia marketplace (case study of Tokopedia Jabodetabek consumers). JUEB: Journal of Economics and Business, 1(3). Http://Jurnal.Jomparnd.Com/Index.Php/Jk

Concerned, Diah. (2022). The Easy Learning of Descriptive Statistics (Print 1). CV. Sarnu Profit .

Purwanza, Sena W. , Wardhana, Aditya. , Mufidah, Ainul. , et al. (2022). Quantitative, qualitative, and combination research methods. CV. Media Science Indonesia.

Purwati, A., &; Cahyanti, M. M. (2022). The influence of brand ambassadors and brand image on buying interest that has an impact on purchasing decisions. Iqtishaduna: Our Scientific Journal of Economics, 11(1), 32–46. Https://Doi.Org/10.46367/Iqtishaduna.V11i1.526

Puspitasari, P., Tresnati, R., Oktini, D. R., Management, P., Economics, F., &; Business, D. (2017). Proceedings of Management The Influence Of Content Marketing On Customer Interest (Survey On Thirteenth Shoes Customer Bandung). Management Proceedings, 3(1).

Rifkhan. (2023). Guidelines for Panel Data Research Methods and Questionnaires (Print 1). CV. Adanu Abimata.

Riyanto, Slamet. , Hatmawan, Agils A. (2020). Research Methods Quantitative research in the fields of management, engineering, education and experimentation (print 1). CV. Bob Utama.

Sadr, M. B., &; Madiawati, N. (2023). Pengaruh Electronic Word Of Mouth Dan Content Marketing Terhadap Purchase Intention Yang Dipengaruhi Oleh Brand Image Pada Instagram Mcdonald’s Indonesia The Effect Of Electronic Word Of Mouth And Content Marketing On Purchase Intention Influenced By Brand Image Of Mcdonald’s Indonesia’s Instagram. E-Proceedings of Management, 10(1), 139.

Safitri, Y., &; Arviani, H. (2023). The role of spill outfit promotional content on Tiktok on the consumptive behavior of Surabaya young women. JJIP (Scientific Journal of Educational Sciences), 6(7). Http://Jiip.Stkipyapisdompu.Ac.Id

Sahab, A. (2018). Textbook of Quantitative Analysis of Political Science with Spss (Print 1). Airlangga University Press.

Sahabuddin, Romansha. I. M. I. K. A. (2021). Introduction to Statistics (Print 1). More Idea Library.

Santoso, S. (2010). Parametric Statistics. Pt Alex Media Komputindo.

Sari, Ovi H. , Rukmana, Arief Y. , Munizu, Musran. , Novel, Nurillah J. A. , Salam, Muhammad F. , Hakim, Raden M. A. H. , Sukmadewi, Rani. , Purbasari, Ratih. (2023). Digital Marketing Optimization of Digital Marketing Strategy (Print 1). Pt. Sonpedia Publishing Indonesia.

Sarwono, J. (2017). Get to know the popular procedures in Spss 23 (Print 1). Pt Elex Media Komputindo.

Siyoto, S. , Sodik, A. (2015). Basic Research Methodology (Job, Ed.; Mould 1). Media Literacy Publishing.

Solikhah, A. (2022). Biostatistics An Application of Spss in the Field of Health and Medicine ( Ari Nugroho, ed.; Mould 1). Traces of Libraries.

Stella. (2021). Brand Image and Brand Trust on Buying Interest. Journal of Business Management and Entrepreneurship, 5(6).

Sugiyono. (2017). Quantitative, qualitative, and R&D research methods (Cet 25). Alphabeta.

Sutha, D. W. (2019). Biostatistics (Amirullah, Ed.; Mould 1). Nusa Creative Media.

Utari, R., Arifudin, &; Yulida, R. (2023). The Influence of Brand Image And Social Media Instagram On Consumer Buying Interest. Jagaditha Journal of Economics & Business, 10(1), 37–46. Https://Doi.Org/10.22225/Jj.10.1.2023.37-46

Wahjusaputri, S. &; P. A. (2022). Educational Statistics: Theory and Application (Print 1). CV. Bintang Semesta Media.

Wahyuni, S. (2020). Performance of Sharia Conformity and Profitability Index and Determinant Factors (W. R. T. N. Adawiyah, ed.). Scopindo Media Library. Entrepreneurial intentions: A gender-comparative study. Career Development International, 21(4), 318–339. https://doi.org/10.1108/CDI-10-2015-0135




DOI: https://doi.org/10.20527/jee.v5i2.12157

Refbacks

  • There are currently no refbacks.


    • Top Cited  🏆


Model Blended learning ANTASARI untuk Mengembangkan Keterampilan Berpikir Kritis dan Memecahkan Masalah [ANTASARI's Blended Learning Model to Develop Critical Thinking and Problem-Solving Skills] 🥇

 DOI: https://doi.org/10.20527/jee.v2i2.4102
A Suriansyah, AR Agusta, A Setiawan (2021)

 View PDF  Open access

Model Blended Learning Gawi Manuntung untuk Mengembangkan Keterampilan Berpikir Tingkat Tinggi [Gawi Manuntung's Blended Learning Model to Develop High-Level Thinking Skills] 🥈

 DOI: https://doi.org/10.20527/jee.v2i2.4101
AR Agusta, A Suriansyah, P Setyosari (2021)

 View PDF  Open access


Creative industries and regional economic growth: time series evidence from Aceh, Indonesia 🥉

 DOI: https://doi.org/10.20527/jee.v4i2.8312
A Hasan, N Nurhasanah, M Mardhani, K Aswadi (2023)
 View PDF  Open access

 

Journal of Economics Education and Entrepreneurship (JEE)
e.ISSN:2745-729X; p.ISSN: 2746-5438
The journal is published by Program Studi Pendidikan Ekonomi FKIP Universitas Lambung Mangkurat

 

Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License

Copyright ©2026