DOI of the published article https://doi.org/10.61796/ijmi.v1i3.185
Analysis of the Content Marketing, Influencer Marketing, Brand Image and Price Perception on Purchase Decisions for Wardah Skincare Product on the TikTok
Analisa Content Marketing, Influencer Marketing, Brand Image dan Price Perception Terhadap Purchase Decision Produk Skincare Wardah di TikTok
DOI:
https://doi.org/10.21070/ups.6877Keywords:
Content Marketing, Influencer Marketing, Brand Image, Price Perception, Purchase DecisionAbstract
The aim of this research is to determine the role of content marketing, influencer marketing, brand image and price perception on purchasing decisions for Wardah skincare products on TikTok. By using a quantitative approach with survey methods, this approach can be used to test theories objectively by testing the relationships between variables. Sampling was taken using the Non Probability Sampling technique using a purposive sampling method , the sample size was 100 Wardah Skincare buyers and/or followers of the Wardahofficial TikTok account . The data analysis technique uses the Partial Least Square (PLS) Structural Equation Modeling (SEM) approach using SmartPLS version 3.0 software. The research results include: Content Marketing has no significant positive effect on Purchasing Decisions, Influencer Marketing has no significant effect on Purchasing Decisions, Brand Image has a positive and significant effect on Purchasing Decisions, Price Perception has a positive and significant effect on Purchasing Decisions.
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