Pengaruh Content Marketing, Influencer Marketing dan Search Engine Optimization terhadap Minat Beli Produk Scarlett
DOI:
https://doi.org/10.36312/ej.v6i2.2810Keywords:
Content Marketin, Influencer Marketing, Search Engine Optimization, Minat Beli, ScarlettAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh content marketing, influencer marketing, dan Search Engine Optimization (SEO) terhadap minat beli produk Scarleet. Terungkap bahwa perempuan Indonesia memiliki keterikatan yang kuat dengan tren kecantikan. Tren ini senantiasa berkembang dari satu generasi ke generasi lainnya. Scarleet telah menjadi salah satu merek yang populer di Indonesia. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada 189 responden. Hasil analisis regresi menunjukkan bahwa content marketing, influencer marketing, dan Search Engine Optimization (SEO) memiliki pengaruh positif dan signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut menjelaskan 60% minat beli pada produk Scarleet dipengaruhi oleh variabel Content Marketing, Influencer Marketing dan Search Engine Optimization. Sedangkan 40% sisanya dipengaruhi oleh variabel lain yang tidak ada dalam penelitian ini.
The Influence of Content Marketing, Influencer Marketing, and Search Engine Optimization on Purchase Intention of Scarlett Products
Abstract
This study aims to analyze the influence of content marketing, influencer marketing, and Search Engine Optimization (SEO) on purchasing interest in Scarlett products. It was revealed that Indonesian women have a strong attachment to beauty trends. This trend continues to develop from one generation to another. Scarlett has become one of the popular brands in Indonesia. The research method used is a quantitative approach with data collection through questionnaires distributed to 189 respondents. The results of the regression analysis show that content marketing, influencer marketing, and Search Engine Optimization (SEO) have a positive and significant influence on purchasing decisions. Simultaneously, the three variables explain 60% of purchasing interest in Scarlett products influenced by the variables Content Marketing, Influencer Marketing and Search Engine Optimization. While the remaining 40% is influenced by other variables not included in this study.
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