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EFFECTIVENESS OF CONTENT MARKETING, INFLUENCERS, AND TIKTOK SOCIAL MEDIA ON PURCHASE DECISIONS (Studi Pada Pelanggan Cho-Cweet Bandung)

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Abstract
In this study, we look at how well content marketing and social media platforms like TikTok work to sway consumers' purchasing decisions, utilizing Cho-Cweet products in Bandung City as a case study. A quantitative approach was employed, featuring descriptive and multiple regression analysis to explore the relationships among these
variables. Data were collected from 300 respondents who actively engage with ChoCweet content on TikTok, using a purposive sampling technique. The findings reveal that an individual's propensity to make a purchase is positively affected by content advertising as well as social media, while the influence of Influencers was not found to be significant. The research concludes that effective content and social media strategies are essential for driving consumer engagement and sales in the digital market. Keywords: Content Marketing, Influencer, Social Media, Digital Marketing Strategies, Purchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

Jurnal/S1/MM/30/FEB/2025

Penerbit

Mojokerto : Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

2621-606X

Klasifikasi

NONE

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

Vol. 8. No. 3

Subjek

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Info Detail Spesifik

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Pernyataan Tanggungjawab

Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE)

Versi lain/terkait

Lampiran Berkas

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