Pengaruh Digital Marketing, Celebrity Endorsement, Dan Price Terhadap Purchase Intention Pada Produk Skintific Di Platform Tiktok

Delvia Ananda Putri, Ilham Thaib

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Digital Marketing, Celebrity Endorsement,danPriceterhadap Purchase Intentionpada produk skincare Skintific di Platform TikTok. Latar belakang dari penelitian ini adalah Skintific aktif melakukan kampanye digital dan berkolaborasi dengan selebriti terkenaldiplatform TikTok, namun pangsa pasarnya di TikTok masih relatif rendah dibandingkan platform e-commerce lainnya. Penelitian ini menggunakan pendekatan kuantitatif dengandengan jenis penelitian deskriptif kausatif. Data dikumpulkan melalui penyebaran kuesioner kepada 160 pengguna TikTok di Kota Padang yang mengetahui produk Skintific. Teknik pengambilan sampel yang digunakan adalah purposive sampling, dan data dianalisis menggunakan regresi linier berganda dengan SPSS versi 25. Hasil penelitian menunjukkan bahwa Digital Marketing dan Priceberpengaruh positif dan signifikan terhadapPurchase Intention, sedangkan Celebrity Endorsement tidak berpengaruh signifikan terhadap Purchase Intentionkonsumen.

Keywords


Celebrity Endorsement; Digital Marketing; Platform TikTok; Price; Purchase Intention

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DOI: https://doi.org/10.17509/ijdb.v5i4.99450

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