Analisis Pengaruh Content Marketing Tiktok, Online Customer Review, Kualitas Produk terhadap Minat Beli Produk Sunscreen Facetology (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia)

Rajagukguk, Fista Basani (2025) Analisis Pengaruh Content Marketing Tiktok, Online Customer Review, Kualitas Produk terhadap Minat Beli Produk Sunscreen Facetology (Studi Kasus Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia). S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing Tiktok, Online Customer Review, Kualitas Produk terhadap Minat Beli produk Sunscreen Facetology dengan studi kasus mahasiswa Fakultas Ekonomi dan Bisnis Universitas Kristen Indonesia (FEB UKI). Data primer yang digunakan dalam penelitian ini merupakan hasil kuesioner dari 75 responden, dengan menggunakan teknik purposive sampling. Penelitian ini menggunakan metode kuantitatif dengan analisis yang digunakan meliputi uji Validitas, uji Reabilitas, uji Asumsi Klasik, Analisis Linear Berganda, Koefisien Determinasi (R²), uji t, dan uji F. Hasil uji hipotesis penelitian ini menunjukkan bahwa tidak terdapat pengaruh secara parsial Content Marketing terhadap Minat Beli sunscreen Facetology dengan nilai sig 0,342 > 0,05, sedangkan hasil uji t untuk variabel Online Customer Review menujukkan bahwa terdapat pengaruh antara Online Customer Review terhadap Minat Beli sunscreen Facetology dengan nilai sig 0,010 < 0,05 dan hasil uji t variabel Kualitas Produk dengan nilai sig 0,001 < 0,05 menunjukkan bahwa Kualitas Produk berpengaruh secara parsial terhadap Minat Beli sunscreen Facetology. Berdasarkan hasil uji F Content Marketing, Online Customer Review, Kualitas Produk berpengaruh secara simultan terhadap Minat Beli Sunscreen Facetology dengan nilai signifikansi 0,000 < 0,05. Kata Kunci: Content Marketing, Online Customer Review, Kualitas Produk, Minat Beli. / This study aims to analyze the influence of Tiktok Content Marketing, Online Customer Review, Product Quality on Buying Interest in Sunscreen Facetology products with a case study of students of the Faculty of Economics and Business, Christian University of Indonesia (FEB UKI). The primary data used in this study is the result of a questionnaire given to 75 respondents, using the purposive sampling technique method. This study uses quantitative methods with the analyses used including Validity test, Reliability test, Classical Assumption test, Multiple Linear Analysis, R² Coefficient of Determination, t test, and F test. The results of this study showed that there was no partial influence of Content Marketing on Facetology Sunscreen Buying Interest with a sig value of 0.342 > 0.05, while the results of the t-test for the Online Customer Review variable showed that there was an influence between Online Customer Reviews on Facetology Sunscreen Buying Interest with a sig value of 0.010 > 0.05, The results of the t-test of the Product Quality variable with a sig value of 0.001 < 0.05 showed that Product Quality had a partial effect on the Buying Interest of Facetology sunscreen. Based on the results of the F Content Marketing test, Online Customer Review, Product Quality has a simultaneous effect on Buying Interest in Sunscreen Facetology with a significance value of 0.000 < 0.05. Keywords: Content Marketing, Online Customer Review, Product Quality, Buying Interest.

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