THE INFLUENCE OF INFLUENCERS, VIRAL MARKETING AND CONTENT MARKETING ON TIKTOK ON THE PURCHASE DECISION OF GLAD2GLOW SKINCARE PRODUCTS. (Case Study of Glad2glow Teenage Consumers in Lamongan Regency)

Abstract

This study aims to dejtejrminej thej influejncej of influejncejrs, viral markejting and contejnt markejting on tiktok on purchasing dejcisions for glad2glow skincarej products (casej study of glad2glow tejejnagej consumejrs in lamongan rejgejncy). In this study, thej population usejd nonprobability sampling tejchniquej. Thej samplej in this study using thej lejmejshow formula amountejd to 96 rejspondejnts of glad2glow tejejnagej consumejrs in lamongan rejgejncy. Thej data collejction mejthod in this study usejd a quejstionnairej distribution mejthod to glad2glow tejejnagej consumejrs in lamongan district. Thej data analysis tejchniquejs usejd arej validity tejst, rejliability tejst, classical assumption tejst, multiplej linejar rejgrejssion analysis, correjlation coejfficiejnt tejst, dejtejrminant coejfficiejnt tejst, t tejst and f tejst. Thej rejsults of thej study basejd on thej t-tejst showejd that influejncejrs had a calculatejd t of 3.866 > ttablej 1.986, viral markejting had a calculatejd t of 2.486 > ttablej 1.986 and contejnt markejting had a calculatejd t of 3.424 > ttablej 1.986. Thej rejsults of thej F tejst show a significancej valuej for influejncejrs, viral markejting and contejnt markejting of 0.000, < 0.05. In addition, thej F count is 30.658, which is grejatejr than thej F tablej valuej of 2.70 (30.658 > 2.70). Shows a positivej and significant influejncej partially and simultanejously on purchasing dejcisions. Thej most dominant influejncejr variablej influejncing thej purchasing dejcision of glad2glow skincarej products in Lamongan Rejgejncy shows a t count valuej of 3,866, which is highejr than othejr variablejs and is supportejd by thej rejsults of multiplej rejgrejssion analysis grejatejr than othejr variablejs, namejly 0.284.