PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP MINAT BELI PRODUK SKINCARE BROMEN PADA APLIKASI TIKTOK DI SURABAYA The influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (e-WOM) on the interest in buying Bromen Skincare products on the TikTok application in Surabaya

Triana, Brahma Nanda Putra (2025) PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN ELECTRONIC WORD OF MOUTH (e-WOM) TERHADAP MINAT BELI PRODUK SKINCARE BROMEN PADA APLIKASI TIKTOK DI SURABAYA The influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (e-WOM) on the interest in buying Bromen Skincare products on the TikTok application in Surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

ABSTRACT In this thesis examines the variables of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (e-WOM) on the interest in buying Bromen skincare products on the TikTok application in Surabaya. This study used a quantitative method, with 100 consumers of Bromen skincare products using the TikTok application in Surabaya, and using a non-probability sampling technique with purposive sampling. This study uses a questionnaire instrument method with likert scale. Data analysis of this study was conducted by validity test, reliability test, classical assumption test, multiple linear regression test, T test (partial), F test (simultaneous) to evaluate the effect of content marketing, influencer marketing and electronic word of mouth on interest in buying Bromen skincare products on the TikTok application in Surabaya. The results showed that Content Marketing has a significant effect on buying interest (t count = 6.145 > t table 1.985) at (p 0.000 < 0.05), indicating that informative and interesting content can increase consumer interest. Influencer Marketing also has a significant effect (t count = 3.682 > t table 1.985) on (p 0.000< 0.05), where collaboration with credible influencers is able to build consumer trust. However, the variable Electronic Word of Mouth does not have a significant effect on buying interest evidenced by the results of the data (t count = 1.720< t table 2.985 at p 0.089 > 0.05). Simultaneously, Content Marketing, Influencer Marketing, and Electronic Word of Mouth variables have a significant effect on buying interest (F = 125.042) with a significance value of p 0.000< 0.05). Analysis of the coefficient of determination showed that the variables contribute 79% in buying interest, while the other 21% were not explained in this study. Suggestions are given for further researchers are advised to add relevant variables, expand the scope of the population, and use a qualitative approach to deepen the analysis. And the advice given by the author for companies to increase the creativity and relevance of Content Marketing, expand collaboration with influencers, and encourage the credibility of e-WOM through positive reviews, so that it can help increase consumer interest in Bromen products. Keywords: Content Marketing, Influencer Marketing, Electronic Word of Mouth, buying interest

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