Indonesian Journal of Business Analytics (IJBA)
Vol. 3 No. 5 (2023): October 2023

Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya

Mila Kusuma Putri (Universitas Pembangunan Nasional Veteran Jawa Timur)
Rizky Dermawan (Universitas Pembangunan Nasional “Veteran”, Jawa Timur)

Article Info

Publish Date
15 Oct 2023

Abstract

This study investigates the impact of content marketing and influencer marketing on the purchase intention of Somethinc products among TikTok Gen Z users in Surabaya. The research employs quantitative methodology and smart PLS software, with 105 respondents from TikTok Indonesia users, aged 17–26, who saw product content featuring Sisca Kohl as an influencer on TikTok. The results show that content marketing has a positive influence and is significant against purchase intention, while influencer marketing has a positive influence and is significant against purchase intention.

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Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...