Influencer Marketing dan Content Marketing Sebagai Antecedent Purchase Intention Produk The Originote : Studi Pada Konsumen Marketplace

This study will examine how influencer marketing and content marketing influence purchase intention using quantitative data where the results of this study will be in the form of numbers processed using IBM SPSS 22 software. The population in this study are consumers who know The Originote products and have the intention to buy The Originote products in the Marketplace. The sampling method in this study uses non-probability sampling with purposive sampling technique where the sample is taken based on certain criteria. The data collection method used was a questionnaire with a Likert measurement scale of 1 - 5, so that the data obtained were 170 respondents. Data analysis in this study used multiple linear regression. The results showed that influencer marketing has a positive and significant effect on purchase intention. Furthermore, content marketing has a positive and significant effect on purchase intention. This shows that the more famous and the more followers an influencer has, the more confident consumers will be in what they are promoting. Meanwhile, the more relevant, informative and interesting the content created, the more it will grow consumer purchase intention.