Pengaruh Influencer Marketing Dan Content Marketing Terhadap Minat Beli Konsumen Pada Produk Artha LDT

Rozita, Sakia (2026) Pengaruh Influencer Marketing Dan Content Marketing Terhadap Minat Beli Konsumen Pada Produk Artha LDT. Undergraduate thesis, Politeknik Negeri Jember.

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Abstract

The rapid development of digital marketing, especially through social media, has encouraged companies to utilize influencer marketing and content marketing strategies to increase consumer purchase intention. Artha LDT as a body care brand has implemented these strategies to reach a wider market and build consumer trust. This study aims to analyze the effect of influencer marketing and content marketing on consumer purchase intention for Artha LDT products. This study uses a quantitative approach with a survey method. The sampling technique applied is purposive sampling with a total of 100 respondents who have known or used Artha LDT products. Data were collected through questionnaires and analyzed using multiple linear regression, t-test, F-test, and coefficient of determination (R²). The results show that partially, influencer marketing and content marketing have a significant effect on purchase intention. Simultaneously, both variables also have a significant effect on purchase intention. The coefficient of determination (R²) value of 0.737 indicates that 73.7% of the variation in purchase intention can be explained by both variables, while the remaining is influenced by other factors outside this study.

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