Pengaruh Content Marketing Pada Tiktok Moell Terhadap Keputusan Pembelian Produk Skincare Bayi Moell (The Influence of Content Marketing on tiktok Moell on Purchase Decisions for Moell Baby Skincare Products)

Abstract

This research examines the impact of content marketing on TikTok Moell platform on consumer purchasing behavior. Adopting a quantitative approach with descriptive verification method, this study applies non-probability sampling technique through Accidental Sampling. Data analysis uses a combination of simple linear regression, coefficient of determination, and hypothesis testing to measure variable influence. Involving 385 followers of TikTok Moell account as research samples, the results show a positive correlation between content marketing and purchase decisions. The findings indicate that the improvement in content marketing strategy quality implemented by @moell on TikTok is directly proportional to the increase in purchase decisions from their followers