The Influence of Social Media and Marketing Content on Purchase Intention for Nuface Products on Tiktok Shop: A Case Study of Students at as-Syafi'yah Islamic University
This case study reveals that social media and marketing content significantly influence purchase intention in students, indicating strong correlations.
Key Points
Social media and marketing content significantly enhance purchase intention among students.
The T-Test shows a strong effect of social media with a T-value of over 2.131 and a significance level of 0.035.
Multiple regression analysis indicates a strong correlation of 0.718 between the variables and purchase intention.
The combined effect of the two variables explains 51.7% of the variance in purchase intention, highlighting the importance of these factors.