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Pengaruh Content Marketing Dan Influencer Marketing Terhadap Minat Beli Produk Kosmetik Somethinc Di Kota Medan

Year: 2025

Type: article

Abstract: This research aims to analyze the influence of content marketing and influencer marketing on consumer purchase intention for Somethinc products in Medan. The research method employed a quantitative approach with data collection through an online questionnaire. The research sample consisted of 200 respondents. Data analysis was conducted using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results indicate that content marketing and influencer marketing have a positive and significant influence on consumer purchase intention. These findings provide valuable insights for Somethinc and other cosmetic brands in designing effective digital marketing strategies to enhance consumer purchase intention.

Source: JRMB (Jurnal Riset Manajemen & Bisnis)

DOI: 10.30743/jrmb.v9i1.11079

Authors: Aulya Putri Rayhan Z, Tengku Ahmad Helmi, Julkarnain Julkarnain

Institution: North Sumatra Islamic University

Language: English

Topic: Digital Marketing and Social Media

Subfield: Sociology and Political Science

Field: Social Sciences

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4409844699

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