The Influence of Content Marketing and Influencer Marketing on Purchase Decisions of Glad2Glow Skincare Products Among Generation Z in Bima City

Sulfi; MUHAJIRIN; FENI ARYANI

doi:10.63922/ijebir.v5i03.3576

Sulfi Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
MUHAJIRIN Sekolah Tinggi Ilmu Ekonomi (STIE) Bima
FENI ARYANI Sekolah Tinggi Ilmu Ekonomi (STIE) Bima

DOI: https://doi.org/10.63922/ijebir.v5i03.3576

Keywords: Content Marketing, Influencer Marketing, Purchase Decision

Abstract

In the process of purchasing Glad2Glow skincare products, content marketing serves as an important reference in consumers’ purchasing decisions, as does influencer marketing. This study aims to determine the effect of content marketing and influencer marketing on purchasing decisions, both partially and simultaneously. This research employed an associative research method, with questionnaires using a Likert scale as the research instrument. The population in this study consisted of all consumers who had purchased Glad2Glow products in Bima City, with the exact population size being unknown (unknown population). The sample used in this study consisted of 100 respondents selected through purposive sampling technique. Data collection techniques included observation, questionnaires, and literature study. The data analysis techniques used in this study included validity testing, reliability testing, multiple linear regression analysis, correlation coefficient analysis, determination coefficient analysis, t-test, and f-test. The results of this study indicate that content marketing and influencer marketing partially have a significant effect on purchasing decisions. Furthermore, simultaneously, content marketing

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