PENGARUH KONTEN MARKETING INFLUENCER TIKTOK @fadiljaidi TERHADAP MINAT BELI GENERASI Z PADA PRODUK PARFUM SCARLETT
DOI:
https://doi.org/10.23969/jp.v11i03.63085Keywords:
Content Marketing, TikTok Influencer, Purchase Intention, Generation Z, Scarlett PerfumeAbstract
This study aims to analyze the influence of TikTok influencer @fadiljaidi's marketing
content, comprising content originality, content quality, emotional appeal, and
content quantity, on Generation Z's purchase intention toward Scarlett perfume
products. This research employs a quantitative approach with an explanatory
research design through a survey method. Data were collected from 100
respondents who are active TikTok users among Generation Z, followers of the
@fadiljaidi account, and had previously seen promotional content for Scarlett
perfume, using a purposive sampling technique. Data were analyzed using multiple
linear regression with SPSS version 25. The results show that the four content
marketing variables simultaneously have a positive and significant effect on
Generation Z's purchase intention (F count = 16.963; Sig. = 0.000), contributing
39.2% (Adjusted R Square). Partially, content originality and content quality are
proven to have a positive and significant effect on purchase intention, with content
quality being the most dominant variable. Emotional appeal has no significant effect,
while content quantity has a significant but negative effect, indicating a content
fatigue phenomenon. This study recommends that perfume content marketing
strategies should focus more on originality and quality of content with a proportional
posting frequency.
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