PENGARUH KONTEN DAN PEMASARAN INFLUENCER TERHADAP MINAT BELI KONSUMEN (STUDI PADA GENERASI Z PENGGUNATIKTOK DI SUKABUMI)

The usage trend of Tiktok platform is rapidly growing, becoming one of the popular product marketing media among Generation Z. This study aims to determine the influence of content and influencer marketing on consumer purchase intent among Generation Z Tiktok users in Sukabumi. A quantitative survey method with an associative approach was employed, using purposive sampling technique to obtain a sample of 130 respondents. The data analysis was conducted using SPSS version 26, including validity test, reliability test, and classic assumption tests such as normality test, multicollinearity test, and heteroscedasticity test, with multiple linear regression analysis. The research findings indicate that both content and influencer marketing simultaneously influence consumer purchase intent. Furthermore, partial analysis reveals that content and influencer marketing have a positive and significant impact on consumer purchase intent. This study provides valuable insights for companies in planning effective marketing strategies on Tiktok social media. Companies should pay attention to utilizing Tiktok influencers and creating engaging product content to enhance consumer purchase intent among Generation Z in Sukabumi. Moreover, this research can serve as a reference for further studies in the field of social media marketing.

Keywords: Content, Influencer Marketing, Consumer Purchase Intent, Generation Z, Tiktok, Sukabumi.