Pengaruh Content Marketing dan Influencer Marketing di Platform Tiktok terhadap Keputusan Pembelian Produk Lafiye pada Mahasiswi Muslim Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara Stambuk 2021-2023

Abstract

This study aims to examine and analyze the influence of Content Marketing and Influencer Marketing on the TikTok platform on the Purchase Decisions of Lafiye products among Muslim female students of the Faculty of Economics and Business, University of North Sumatra, class of 2021–2023. This research is an associative study using a quantitative approach. The population consists of 638 Muslim female students who are active TikTok users. A sample of 246 respondents was selected using the Slovin formula, which is commonly used to determine a representative minimum sample size from a finite population while considering an acceptable margin of error. Data were analyzed using multiple linear regression, and data processing was conducted using SPSS version 25. The results indicate that Content Marketing and Influencer Marketing simultaneously have a positive and significant effect on Purchase Decisions. Partially, each variable also has a positive and significant effect on the Purchase Decisions of Lafiye products.