WARDANI, PRISKA AYU (2025) PENGARUH BRAND AMBASSADOR, BEAUTY VLOGGER DAN CONTENT MARKETING TERHADAP MINAT BELI PRODUK SKINCARE SOMETHINC (Survei Pada Masyarakat DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to analyze the influence of Brand Ambassador, Beauty Vlogger Content Marketing on Purchase Interest of Somethinc Skincare. The research used a quantitative method, with data collection using a survey method. Survey on the DKI Jakarta Community This study uses SEM data analysis techniques and data processing using PLS 4.0 Using the Convenience sampling method which does not consider except for making it easier in research with a sample of 165 respondents. The results of this study indicate that Brand Ambassador has a significant positive effect on Purchase Interest, Beauty Vlogger has a significant positive effect on Purchase Interest and Content Marketing has a significant positive effect on Purchase Interest. Keywords: Brand Ambassador, Beauty Vlogger, Content Marketing and Purchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Brand Ambassador, Beauty Vlogger Content Marketing terhadap Minat Beli Skincare Somethinc. Penelitian yang digunakan adalah metode kuantitatif, dengan pengumpulan data menggunakan metode survei. Survei Pada Masyarakat DKI Jakarta Penelitian ini menggunakan teknik analisis data SEM dan pengolahan data menggunakan PLS 4.0 Menggunakan metode pengambilan sampel Convenience sampling yang dimana tidak mempertimbangkan kecuali mempermudahkan saja dalam penelitian dengan sampel 165 responden. Hasil penelitian ini menunjukkan bahwa Brand Ambassador berpengaruh positif signifikan terhadap Minat Membeli, Beauty Vlogger berpengaruh positif signifikan terhadap Minat Membeli dan Content Marketing berpengaruh positif signifikan terhadap Minat Membeli. Kata Kunci : Brand Ambassador, Beauty Vlogger, Content Marketing dan Minat Beli
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