ANALISIS PENGARUH STRATEGI DIGITAL MARKETING TRIFECTA TERHADAP MINAT BELI PADA PRODUK SKINCARE (Studi Kasus Rodeos Brand Skincare PT. Utiface Selamet Nugraha)

This research aims to analyze the impact of the trifecta digital marketing strategy (Paid Media, Earned Media, and Owned Media) on consumer purchasing interest. The study concludes with several key findings: the research instruments demonstrated excellent quality through valid construct validity and high reliability, ensuring the reliability of the collected data for further analysis. The discriminant validity test indicated that the research indicators effectively differentiate between different latent variables. Structural model analysis revealed that Earned Media significantly influences consumer purchasing interest with a positive coefficient. However, Paid Media's positive impact on Consumer Purchasing Interest appears to be direct without a mediating influence through Owned Media. Practical implications suggest marketers optimize media management, enhance consumer interaction, and carefully consider the role of different media types. Future research should explore additional contextual factors and mediator variables for a deeper understanding of the dynamic interplay between media and consumer behavior.

Keywords: Digital Marketing Strategy, Consumer Purchase Interest, Digital Marketing Trifecta, Partial Least Squares Structural Equation Modeling.