Peran Content Marketing dan Viral Marketing dalam Meningkatkan Minat Beli Skincare Elformula di TikTok: Studi Empiris pada Penghuni Kos Kelurahan Padang Bulan
DOI:
https://doi.org/10.31004/joecy.v6i1.8913Keywords:
Content Marketing, Viral Marketing, Purchase IntentionAbstract
This study was conducted to determine The Role of Content Marketing and Viral Marketing in Increasing Interest in Purchasing Elformula Skincare Products on TikTok: An Empirical Study of Boarding House Residents in Kelurahan Padang Bulan. The type of research used in this study was quantitative research with an associative approach. The sampling techniques used in this study were purposive sampling and snowball sampling. The sample in this study consisted of boarding house residents in Padang Bulan Village. The number of samples used was 96 respondents. The data obtained was primary data in the form of questionnaires through Google forms and analyzed using multiple linear regression analysis using the SPSS 27 program. Based on hypothesis testing, it was found that 1) Content marketing (X1) has a positive and significant effect with a t-value of 4.903 > t-table 1.985, and a p-value in the sig column of 0.001 < 0.05, which means it has a significant effect. 2) Viral marketing (X2) has a positive and significant effect with a t-value of 6.109 > t-table 1.985 and a p-value in the sig column of 0.001 < 0.05, which means it has a significant effect. 3) Purchase interest based on the F test results found that the f-count value of 272.243 > f-table 3.943 and sig. of 0.001 < 0.05, which concludes that content marketing and viral marketing simultaneously have a positive and significant effect on the purchase interest of Elformula skincare on TikTok (An Empirical Study of Boarding House Residents in Kelurahan Padang Bulan).
References
Adelia, R., & Cahya, S. B. (2023). Pengaruh Content Marketing Dan Brand Image Terhadap Minat Beli Mafia Gedang Di Kota Surabaya. Jurnal Pendidikan Tata Niaga (JPTN), 325–333.
Al Hafizi, N. A., & Ali, H. (2021). Purchase Intention and Purchase Decision Model: Multi Channel Marketing and Discount on Medcom.Id Online News Portal. Dinasti International Journal of Digital Business Management, 2(3), 460–470. https://doi.org/10.31933/dijdbm.v2i3.826
Alfifto. (2024). STATISTIK PENELITIAN: KONSEP DAN KASUS. Universitas Medan Area.
Amalia, C. D., & Lubis, E. E. (2020). Pengaruh content marketing di Instagram stories@ lcheesefactory terhadap minat beli konsumen. Jom Fisip, 7(1), 1–11.
Ayu, D., Wedanti, N., Desak, N., Santi, M., & Adinda, C. (2024). Pengaruh Pemasaran Konten Melalui Instagram @ Rockbarbali Terhadap Minat Beli Tamu di Rock Bar Bali. 03(10), 1672–1678.
Business, S. (2023). https://jurnalfebi.iainkediri.ac.id/index.php/muraqobah 133. Journal of Management and Sharia Business, 03, 133–155. https://jurnalfebi.iainkediri.ac.id/index.php/muraqobah 133
Chandra, C. N., & Sari, W. P. (2021). Pengaruh Content Marketing terhadap Customer Engagement (Studi Pada Akun Instagram LazadaID). Prologia, 5(1), 191–197.
Dharma, B., Auliyani, M., & Manik, N. N. A. (2022). Pengaruh Viral Marketing Dan Kepercayaan Konsumen Terhadap Minat Beli Konsumen (Studi Kasus Kota Medan). Jurnal Penelitian Ekonomi Manajemen Dan Bisnis, 1(4), 206–215.
Ethelda, V. R., Yusuf, D., Hanun, S. S., & Sewaka, S. (2022). Tinjauan Literatur Viral Marketing. Jurnal Economina, 1(4), 938–944.
Fitri, N. A., & Basri, H. (2021). Pengaruh gaya hidup terhadap perilaku konsumen pada generasi milenial di era pandemi covid-19 dengan pengetahuan ekonomi sebagai variabel moderasi. EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi Dan Bisnis, 9(2), 183–192.
Ghozali, I. (2018). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 25 (Edisi 9). Badan Penerbit Universitas Diponegoro.
Gumilar, R. A., Ramdhani, A., & Rismanto, H. (2021). Analisis Viral Marketing dan Customer Value terhadap Keputusan. Journal of Knowledge Management, 15(2), 083–093.
Hamidi, F. A., & Özgül, U. (2020). The impact of online viral marketing on impulse buying. International Journal of Social and Humanities Sciences Research (JSHSR), 7(50), 241–256.
Hijratunnisa, L., & Mardian, I. (2023). Pengaruh Social Media Marketing Dan Online Customer Review Terhadap Minat Beli Pada Marketplace Shopee. Jurnal Manajemen, Bisnis Dan Kewirausahaan, 3(2), 37–56.
Iskandar, I., Faridatunnissa, D., & Wachjuni, W. (2023). Pengaruh Lifestyle Terhadap Keputusan Pembelian Dengan Content Marketing Sebagai Variabel Intervening (Survei pada para pengguna TikTok yang berbelanja pada marketplace Shopee). Prosiding, 6681(6), 620–630.
Isnawati, S. I. (2022). Viral Marketing Sebagai Strategi Pemasaran Melalui Media Sosial. Jurnal Ilmiah Bisnis, Manajemen, Dan Akuntansi, 2(1), 36–46.
Karr, D. (2016). How to map your content to unpredictable customer journeys. San Francisco: Meltwater.
Kotler, P., & Armstrong, G. (2018). Principles of Marketing. In Early Greek Mythography, Vol. 1: Texts (17e global). Pearson Education Limited. https://doi.org/10.1093/oseo/instance.00295839
Kotler, P., Hermawan, K., & Iwan, S. (2019). Marketing 4.0. In Vertrieb und Marketing in der digitalen Welt. PT Gramedia Pustaka Utama. https://doi.org/10.1007/978-3-658-17532-0_5
Kotler, P., & Keller, K. L. (2021). MARKETING MANAGEMENT (16e ed.). Pearson.
Le Blanc, A., Gordon, R., Barratt, S. A., & Schuster, L. (2026). Yasss queen! towards an intersectional understanding of the social media influencer domain. Journal of Business Research, 202, 115699.
Lisnawati, L., & Susmonowati, T. (2025). Pengaruh Viral Marketing Dan Brand Image Terhadap Minat Beli Produk Somethinc Di Platform Tik Tok Shop (Studi Kasus Pada Para Pengguna Tik Tok di Wilayah Bekasi Timur). JAMBIS: Jurnal Administrasi Bisnis, 5(2), 136–146.
Maulidah, F., & Russanti, I. (2021). Faktor–faktor yang mempengaruhi minat beli konsumen terhadap pakaian bekas. Jurnal Online Tata Busana, 10(3), 62–68.
Nafisah, D., Nuringwahyu, S., & Zunaida, D. (2023). PENGARUH VIRAL MARKETING DAN BUZZ MARKETING TERHADAP MINAT BELI ( Studi pada Media Sosial Instagram Rovy Store Malang ) Dhurotun Nafisah , Sri Nuringwahyu , Daris Zunaida Program Studi Administrasi Bisnis , Fakultas Ilmu Administrasi , Universitas Islam M. 12(2), 122–129.
Naufan, F. D. (2024). EFEKTIVITAS E-WOM PADA MEDIA TIKTOK DALAM MENINGKATKAN MINAT BELI DAN KEPUTUSAN PEMBELIAN. Journal of Syntax Literate, 9(2).
Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh Content Marketing, Viral Marketing Dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. Ecobisma (Jurnal Ekonomi, Bisnis Dan Manajemen), 10(2), 81–93.
Pratama, H., & Solihin, I. (2023). 1124. 6(April), 1124–1132.
Putri, M. K., & Dermawan, R. (2023). Influence of Content Marketing and Influencer Marketing on the Purchase Intention of Somethinc Products on TikTok Gen Z Users in Surabaya. Indonesian Journal of Business Analytics, 3(5), 1663–1672. https://doi.org/10.55927/ijba.v3i5.5437
Ramadhan, N., Hurriyati, R., & Dirgantari, P. D. (2023). Pengaruh Viral Marketing Terhadap Purchase Intention Melalui Brand Equity Pada Kampanye Inclusive Beauty MS Glow For Men. Coopetition : Jurnal Ilmiah Manajemen, 14(1), 109–118. https://doi.org/10.32670/coopetition.v14i1.2687
Razak, I. (2024). Content marketing strategy in increasing consumer interaction on social media. Journal of Data Science, 2(01), 14–21.
Rizkia, A. R., Akbar, M. A., & Lina, R. (2024). Customer Engagement Mediates the Effect of Content marketing on Purchase Intention. Advances in Business & Industrial Marketing Research, 2(3), 123–137. https://doi.org/10.60079/abim.v2i3.297
Sabillah, F. Z., Akbar, T., & Latianingsih, N. (2022). Pengaruh Viral Marketing dan Online Customer Review Terhadap Minat Beli Konsumen Pada Media Sosial Tiktok (Studi Kasus Pada Mie Gacoan). 03(2), 1–10.
Saktiendi, E., Herawati, S., Yenny, L. A., & Agusti, A. W. (2022). Pengaruh viral marketing, promosi, dan kualitas pelayanan terhadap keputusan pembelian MS Glow di Bumi Indah Kabupaten Tangerang. Formosa Journal of Multidisciplinary Research, 1(2), 197–210.
Salqaura, S. A. (2025). STATISTIK II. PT. Mifandi Mandiri Digital.
Schiffman, L., & Kanuk, L. (2015). Consumer Behaviour Eighth Edition (Internatio). Pearson Prentice Hall.
Subarkah, A. I., Komariah, K., & Saori, S. (2025). The Effect of Content Marketing on Purchase Intention through Brand Trust as a Mediating Variable in Gen Z Skincare Users. Dinasti International Journal of Education Management And Social Science, 6(6), 4430–4440. https://doi.org/10.38035/dijemss.v6i6.4848
Sugiyono, P. D. (2017a). Metode penelitian bisnis: pendekatan kuantitatif, kualitatif, kombinasi, dan R&D. Penerbit CV. Alfabeta: Bandung, 225(87), 48–61.
Sugiyono, P. D. (2017b). METODE PENELITIAN KUANTITATIF, KUALITATIF DAN R & D. Alfabeta.
Sugiyono, P. D. (2018). Quantitative, qualitative, and R&D research methods. Bandung:(ALFABETA, Ed.).
Sugiyono, P. D. (2019). metode penelitian pendidikan (kuantitatif, kualitatif, kombinasi, R&D dan penelitian pendidikan). Metode Penelitian Pendidikan, 67, 18.
Wahyuni, S. (2023). Pengaruh Content Marketing, Viral Marketing dan Spiritual Marketing Terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening (Studi Pada Konsumen Rocket Chicken di Salatiga). Al-Muraqabah: Journal of Management and Sharia Business, 3(1), 133–155.
Wijaya, A., Jamaludin, Khudori, A. N., Tarecha, R. I., Fauziah, Grace, E., Silitonga, H. P., Amna, Wardhana, A., Umiyati, H., Abidin, N., & Harto, B. (2022). THE ARTOF DIGITAL MARKETING (A. Sudirman (ed.)). CV. MEDIA SAINS INDONESIA.
Yunani, A., & Kamilla, Z. N. (2024). Pengaruh Content Marketing Tiktok terhadap Minat Beli@ Somethincofficial Melalui Brand Awareness. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 1809–1825.
Yusuf, R., Hendrayati, H., & Wibowo, L. A. (2020). Pengaruh Konten Pemasaran Shopee Terhadap Keputusan Pembelian Pelanggan. Jurnal Manajemen Pendidikan Dan Ilmu Sosial, 1(2), 506–515.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Bunga Putri Br Simanungkalit, Siti Alhamra Salqaura
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
