Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth Terhadap Minat Beli Produk Sunscreen Azarine Pada Aplikasi Tiktok di Surabaya. (The Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth on the Purchase Interest of Azarine Sunscreen Products on the TikTok App in Surabaya).

Purnomo, Ricky Joe (2025) Pengaruh Content Marketing, Influencer Marketing, dan Electronic Word of Mouth Terhadap Minat Beli Produk Sunscreen Azarine Pada Aplikasi Tiktok di Surabaya. (The Influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth on the Purchase Interest of Azarine Sunscreen Products on the TikTok App in Surabaya). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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	Text PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN ELECTRONIC WORD OF MOUTH TERHADAP MINAT BELI PRODUK SUNSCREEN AZARINE PADA APLIKASI TIKTOK DI SURABAYA.pdf Restricted to Repository staff only Download (3MB)
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Abstract

This study aims to analyze and prove the influence of Content Marketing, Influencer Marketing, and Electronic Word of Mouth (eWOM) on Purchase Intention of Azarine Sunscreen products on the TikTok application in Surabaya. The research background is grounded in the rapid development of digital technology which has transformed social media into a dominant marketing platform, particularly TikTok, where Skincare brands increasingly utilize digital content, influencers, and consumer reviews to attract potential buyers. This research employed a quantitative approach with a total of 100 respondents obtained through online questionnaires. Data were analyzed using IBM SPSS 26 through descriptive analysis, data quality testing, classical assumption testing, and hypothesis testing using multiple linear regression. The research was conducted during October to November 2026. The results show that all measurement indicators are valid and reliable. Partially, Content Marketing has a significant effect on Purchase Intention, Influencer Marketing also has a significant effect and is identified as the most dominant variable, and Electronic Word of Mouth significantly influences Purchase Intention as well. Simultaneously, the three variables significantly affect Purchase Intention of Azarine Sunscreen products on TikTok. The Coefficient of Determination (R²) indicates that 86.9% of Purchase Intention is explained by the independent variables, while the remaining 13.1% is influenced by other factors outside the research model such as brand image, brand trust, price, and personal recommendations.

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