Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Vol 10, No 2 (2023): ECOBISMA

PENGARUH CONTENT MARKETING , VIRAL MARKETING DAN INFLUENCER TERHADAP MINAT BELI PRODUK SKINCARE PADA MAHASISWA

Aisyah Fitri Pasaribu (Universitas Islam Negeri Sumatera Utara)
Tri Inda Fadhila Rahma (Universitas Islam Negeri Sumatera Utara)
Budi Dharma (Universitas Islam Negeri Sumatera Utara)

Article Info

Publish Date
27 Jun 2023

Abstract

Abstract : This study aims to determine the effect of Content Marketing, Viral Marketing and Influencers on Buying Interest in Students. This type of research is quantitative with a questionnaire distribution method. Respondents in this study were 100 students from the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra. The technique used is purposive sampling. The method used in this research is variance-based Structural Equation Modeling (SEM) analysis, namely Patrial Least Square (PLS). The results of this study indicate the influence of Viral Marketing on Buying Interest in Skincare Products. While the Content Marketing and Influencer Variables show no influence on the Interest in Buying Skincare Products in Students.

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Journal Info
Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Website

Abbrev

ecobisma

Publisher

Universitas Labuhanbatu

Subject

Economics, Econometrics & Finance

Description

Jurnal Ilmiah ECOBISMA adalah Jurnal Ilmiah Bisnis dan Manajemen dari Fakultas Ekonomi dan Bisnis (FEB) Universitas Labuhanbatu melalui Lembaga Penelitian dan Pengabdian Masyarakat, dimaksudkan sebagai media pertukaran informasi dan karya ilmiah antara staf pengajar, alumni, mahasiswa dan masyarakat ...