Pengaruh Content Marketing Dan Social Media Marketing Terhadap Minat Beli Konsumen Produk Dear Me Beauty Pada Pengguna Aplikasi Tiktok Di Kelurahan Sei Putih Barat Kecamatan Medan Petisah

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Content Marketing dan Social Media Marketing terhadap Minat Beli Konsumen di Kelurahan Sei Putih Barat, Kecamatan Medan Petisah. Jenis penelitian ini adalah Asosiatif Kuantitatif yaitu suatu metode yang diukur menggunakan metode berbasis regresi linier berganda dengan SPSS. Populasi Penelitian ini adalah Pengguna Aplikasi Tiktok di Kelurahan Sei Putih Barat, Kecamatan Medan Petisah yang berjumlah 15.082 jiwa per desember 2022. Sampel diperoleh dari hasil perhitungan menggunakan teknik cluster sampling sebesar 100 orang. Proses pengumpulan data dengan menggunakan Kuisioner. Pengujian Hipotesis dengan menggunakan uji t, dan koefisien determinasi (R2). Teknik analisis data yang dilakukan dengan menggunakan Uji Instrumen, Uji Asumsi Klasik, Uji Statistik dan Uji Hipotesis. Berdasarkan dari uji penelitian yang dilakukan maka diperoleh hasil : (1) Content Marketing secara parsial berpengaruh positif dan signifikan terhadap Minat Beli Konsumen di Kelurahan Sei Putih Barat, Kecamatan Medan Petisah dengan nilai t hitung > t tabel (3.786 > 1.984) dengan tingkat signifikansi sebesar 0.000 < 0.05. (2) Social Media Marketing berpengaruh positif dan signifikan terhadap Minat Beli Konsumen di Kelurahan Sei Putih Barat, Kecamatan Medan Petisah dengan nilai t hitung > t tabel (10.420 > 1.984) dengan tingkat signifikansi sebesar 0.000 < 0.05 (3) Secara Simultan diketahui nilai Fhitung>Ftabel (12.306>3.090) artinya Content Marketing dan Social Media Marketing secara simultan berpengaruh positif dan signifikan terhadap Minat Beli Konsumen di Kelurahan Sei Putih Barat, Kecamatan Medan Petisah. This study aims to determine the effect of content marketing and social media marketing on consumer buying interest in Sei Putih Barat Village, Medan Petisah District. This type of research is Quantitative Associative, which is a method that is measured using a method based on multiple linear regression with SPSS. The population for this study are Tiktok application users in Sei Putih Barat Subdistrict, Medan Petisah District, totaling 15,082 people as of December 2022. The sample was obtained from the results of calculations using the cluster sampling technique of 100 people. The process of collecting data using a questionnaire. Hypothesis testing using the t test, and the coefficient of determination (R2). Data analysis techniques were carried out using Instrument Tests, Classical Assumption Tests, Statistical Tests and Hypothesis Tests. Based on the research tests conducted, the results were obtained: (1) Content Marketing partially has a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District with t count > t table (3,786 > 1,984) with a significance level of 0.000 < 0.05. (2) Social Media Marketing has a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District with a t count > t table (10,420 > 1,984) with a significance level of 0,000 <0.05 (3) Simultaneously it is known that the F value count> F table (12,306> 3,090) means that Content Marketing and Social Media Marketing simultaneously have a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District.This study aims to determine the effect of content marketing and social media marketing on consumer buying interest in Sei Putih Barat Village, Medan Petisah District. This type of research is Quantitative Associative, which is a method that is measured using a method based on multiple linear regression with SPSS. The population for this study are Tiktok application users in Sei Putih Barat Subdistrict, Medan Petisah District, totaling 15,082 people as of December 2022. The sample was obtained from the results of calculations using the cluster sampling technique of 100 people. The process of collecting data using a questionnaire. Hypothesis testing using the t test, and the coefficient of determination (R2). Data analysis techniques were carried out using Instrument Tests, Classical Assumption Tests, Statistical Tests and Hypothesis Tests. Based on the research tests conducted, the results were obtained: (1) Content Marketing partially has a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District with t count > t table (3,786 > 1,984) with a significance level of 0.000 < 0.05. (2) Social Media Marketing has a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District with a t count > t table (10,420 > 1,984) with a significance level of 0,000 <0.05 (3) Simultaneously it is known that the F value count> F table (12,306> 3,090) means that Content Marketing and Social Media Marketing simultaneously have a positive and significant effect on Consumer Purchase Interest in Sei Putih Barat Village, Medan Petisah District.