Pengaruh Digital Content Marketing Dan Brand Awareness Terhadap Minat Beli Konsumen Pada Scarlett Parfum Di Tiktok Shop

Abstract

This study aims to analyze the influence of Digital Content Marketing and Brand Awareness on Consumer Purchase Intention toward Scarlett Perfume products on TikTok Shop. The research used a quantitative method with an associative approach to determine the relationship and influence between the research variables. The population in this study consisted of TikTok Shop users in Cirebon who had seen marketing content related to Scarlett Perfume products. The sampling technique used purposive sampling with a total of 147 respondents who met the research criteria. Data were collected through questionnaires using a Likert scale. The data were analyzed using validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, t-tests, F-tests, and coefficient of determination analysis. The results showed that Digital Content Marketing had a positive and significant effect on Consumer Purchase Intention toward Scarlett Perfume products on TikTok Shop. Brand Awareness also had a positive and significant effect on Consumer Purchase Intention. Furthermore, Digital Content Marketing and Brand Awareness simultaneously had a positive and significant effect on Consumer Purchase Intention toward Scarlett Perfume products on TikTok Shop. This study indicates that creative, informative, and consistent digital content, along with strong brand awareness, can increase consumer interest in purchasing products through TikTok Shop social media platforms.