Pengaruh Content Marketing Dan Celebrity Endorsment Terhadap Minat Beli Produk Rucas Pada Aplikasi Tiktok Shop Di Bandar Lampung

Abstract

This research aims to evaluate the influence of content marketing and celebrity endorsements on interest in purchasing Rucas fashion products on the TikTok Shop application. The Rucas fashion brand reflects how a local brand can take advantage of trends, technology and consumer needs to grow rapidly in a highly competitive industry. By prioritizing stylish design, good product quality, and a strong understanding of the young audience. Rucas has succeeded in positioning itself as a player to be reckoned with in the Indonesian fashion market. This research uses a quantitative approach with a survey method, where data is collected through questionnaires distributed to Tik-Tok Shop users in Bandar Lampung. The analysis techniques used include validity tests, reliability tests, classical assumption tests, multiple linear regression analysis, as well as t tests and F tests, which were processed using SPSS 25 software. The results of the research show that partially, content marketing and celebrity endorsements have a positive influence and significant impact on buying interest. Simultaneously, these two variables also positively and significantly influence interest in buying Rucas fashion products on the TikTok Shop application.