Sitanggang, Kamsinar Peronika (2025) Pengaruh Content Marketing, E-wom, Dan Brand Image Pada Media Sosial Tiktok Terhadap Minat Beli Produk Skincare Skintific Pada Follower Skintific. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to analyze the influence of Content Marketing, E-WOM, and Brand Image on Tiktok social media on Purchase Interest of Skintific skincare products on Skintific followers. This study uses a quantitative descriptive method. The population in this study were followers of the official Skintific account with the Probability Sampling method using the Slovin formula, a sample of 100 people. Using the multiple linear regression analysis method with the help of the SPSS 26 program. The results showed that Content Marketing had a positive effect on Purchase Interest, conversely E-WOM had a negative effect on Purchase Interest, while Brand Image had a positive effect on Purchase Interest, then Content Marketing, E-WOM, and Brand Image had a positive and significant effect simultaneously on Purchase Interest.

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