PENGARUH CONTENT MARKETING , VIRAL MARKETING DAN INFLUENCER TERHADAP MINAT BELI PRODUK SKINCARE PADA MAHASISWA

Aisyah Fitri Pasaribu, Tri Inda Fadhila Rahma, Budi Dharma
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Abstract

Abstract : This study aims to determine the effect of Content Marketing, Viral Marketing and Influencers on Buying Interest in Students. This type of research is quantitative with a questionnaire distribution method. Respondents in this study were 100 students from the Faculty of Economics and Islamic Business, State Islamic University of North Sumatra. The technique used is purposive sampling. The method used in this research is variance-based Structural Equation Modeling (SEM) analysis, namely Patrial Least Square (PLS). The results of this study indicate the influence of Viral Marketing on Buying Interest in Skincare Products. While the Content Marketing and Influencer Variables show no influence on the Interest in Buying Skincare Products in Students.
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摘要:本研究旨在探讨内容营销、病毒式营销和网红对学生购买兴趣的影响。这种类型的研究是定量的,采用问卷分布法。本研究的调查对象是北苏门答腊国立伊斯兰大学经济与伊斯兰商业学院的100名学生。使用的技术是有目的的抽样。本研究使用的方法是基于方差的结构方程模型(SEM)分析,即父系最小二乘法(PLS)。本研究结果表明病毒式营销对护肤品购买兴趣的影响。而内容营销和影响者变量对学生购买护肤品的兴趣没有影响。
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