The Effect Of Streamer Credibility And Content Marketing On Consumers’ Purchase Intention Toward Daviena Skincare Products On Tiktok In Palembang City
DOI:
https://doi.org/10.37676/jmea.v5i4.1782Keywords:
Credibility, Content Marketing, Purchase Intention, TikTok, DavienaAbstract
The purpose of this study is to examine how credibility and content marketing influence consumer purchase intention toward Daviena Skincare products through TikTok in Palembang City. This research employed a quantitative approach. The sample consisted of 272 respondents who are TikTok users and Daviena Skincare consumers in Palembang City,. Data were collected through questionnaires and processed using multiple linear regression analysis with SPSS version 27 software. The analysis results prove that credibility and content marketing simultaneously have a significant influence on purchase intention. This is evidenced by the calculated F value of 271.409, which far exceeds the F table value of 2.51. Based on the coefficient of determination, the two independent variables are able to explain 66.9% of the variation in purchase intention for Daviena Skincare products, while the remaining 33.1% is explained by other factors outside this research model.
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