Novisca, Olivia Audia (2024) Pengaruh Content Marketing, Celebrity Endorser, Kualitas Produk, dan E-Wom (Electronic Word Of Mouth) Terhadap Minat Beli Generasi Z Pada Produk Skintific Di Platform Tiktok. Undergraduate thesis, Fakultas Ekonomi dan Bisnis Universitas Merdeka Malang.

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Abstract

This study aims to find out and analyze the effect of content marketing, celebrityendorsers, product quality, and electronic word of mouth (E-WOM) on the purchase of Zgeneration on scint of products on the Tiktok platform.The method in this study uses quantitative methods by disseminatingquestionnaires to generation Z in Malang. The type of data in this study uses the type ofpowerful data and the data source used is primary data by collecting respondents'information for 14 days. The data analysis method used is descriptive statistics and t testas well as the F test and the coefficient of determination (R2) to test the hypothesis. Thedata collected is then analyze using SPSS version 16 software.The results of this study indicate that the first hypothesis of content marketing,celebrity endorsers, product quality, and e-WOMs partially have a positive and significanteffect on the purchase interest of the Z generation on scint of products on the Tiktokplatform. The second hypothesis of content marketing, celebrity endorsers, product quality,and E-WOM simultaneously have a positive and significant effect on the purchase interestof the Z generation on scint of products on the Tiktok platform. The third hypothesis of theElectronic Word of Mouth (E-WOM) is the most dominant variable in influencing thepurchase interest of generation Z in scintiific products on the Tiktok platform with the valueof the regression coefficient (beta) of 0.377

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