THE RELATION OF INFLUENCER AND CONTENT MARKETING ON PURCHASE DECISION (CASE ON PRESIDENT UNIVERSITY STUDENT)

Abstract

In 2020, Tiktok social media is widely explored by various groups ranging from young people to adults. In addition to entertainment, Tiktok social media is also used as a means of promoting products and services from various elements of the field. Indonesia is the second-largest Tiktok user after America, which was recorded in 2020 with 22.2 million monthly active users. Although there are lots of influencers who create content marketing by opening endorsements for products/services, it is still necessary to pay attention to several things related to marketing products/services through Tiktok social media. Marketing of products/services with Tiktok social media has been carried out by the various group, then is there a special way by influencers by creating good and creative content marketing in order to attract buying interest and decisions in making purchases. In this research, we found that the research results show there is a relationship between influencers and purchase intention, between influencers and purchasing decisions, between influencers and purchase intention, between influencers and purchasing decisions, and there is no relationship between purchase intention and purchasing decisions.