PENGARUH CONTENT MARKETING DAN PROMO FREE ONGKIR TERHADAP MINAT BELI KONSUMEN PRODUK JINISO JEANS PADA TIKTOKSHOP

Abstract

This research was conducted on followers of the @jiniso.id account on TikTok. This study aims to determine and analyze both partially and simultaneously the effect of content marketing and free shipping promos on consumer buying interest in Jiniso Jeans products at TikTokshop. This study uses content marketing and free shipping promos as independent variables and purchase intention as the dependent variable. The number of samples was 50 respondents, with the sampling technique being purposive sampling. Data collection was carried out using a questionnaire in the form of google forms and literature studies. The data analysis technique used is quantitative descriptive analysis, multiple linear regression analysis and hypothesis testing through the t test, F test, and coefficient of determination (R2) analysis using the SPSS 20 application. The results of descriptive analysis show that overall the respondents gave a very good perception assessment of content marketing and free shipping promos. From the results of Multiple Linear Regression analysis, the equation is obtained: Y = -3.029 + 0.619X1 + 0.390X2 + 2.916. The results of the t test and F test show that partially content marketing and free shipping promos have a significant effect on buying interest.

Based on the Adjusted R2 value, it shows that the contribution of content marketing variables and free shipping promos to purchase intention is 70.5%. While the remaining 29.5% of the purchase interest variable is influenced by other variables not discussed in this study such as influencer marketing, brand image, brand trust. For this reason, it is recommended that future researchers further examine variables outside of this study that can affect buying interest