PENGARUH CONTENT MARKETING PADA APLIKASI TIKTOK TERHADAP KEPUTUSAN PEMBELIAN FACEMASK CAMILLE BEAUTY
Keywords:
camille beauty; content marketing; facemask; keputusan pembelian; tiktokAbstract
Penelitian ini bertujuan menganalisis pengaruh content marketing terhadap keputusan pembelian facemask Camille Beauty. Penelitian ini merupakan penelitian kuantitatif, dengan responden Mahasiswa/i Program Studi Manajemen FEB Universitas Pakuan 2020-2023. Pemilihan responden dilakukan dengan metode purposive sampling dengan total 100 responden berdasarkan perhitungan rumus slovin. Pengumpulan data dilakukan melalui kuesioner dan metode analisis data menggunakan analisis deskriptif. Hasil penelitian menunjukkan bahwa content marketing camille beauty pada aplikasi TikTok sangat baik dengan total skor rata-rata sebesar 79,15. Keputusan pembelian facemask camille beauty sangat baik dengan total skor rata-rata sebesar 71,02. Content marketing berpengaruh terhadap keputusan pembelian dilihat hasil pengujian hipotesis didapatkan nilai t hitung sebesar 2,999 yang dimana nilai t hitung lebih besar daripada t tabel yaitu 2,999 > 1,984 maka Ha diterima Ho ditolak.
This research aims to analyze the influence of content marketing on purchasing decisions for Camille Beauty facemasks. This research is quantitative research, with respondents from the Management Study Program FEB Pakuan University 2020-2023. The selection of respondents was carried out using a purposive sampling method with a total of 100 respondents based on the Slovin formula calculation. Data collection was carried out through questionnaires and the data analysis method used descriptive analysis. The research results show that Camille Beauty's content marketing on the TikTok application is very good with a total average score of 79.15. The decision to purchase the Camille Beauty facemask was very good with a total average score of 71.02. Content marketing has an influence on purchasing decisions. Judging by the results of hypothesis testing, the calculated t value is 2.999, where the calculated t value is greater than the t table, namely 2.999 > 1.984, so Ha is accepted and Ho is rejected.
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