Pengaruh Influencer Marketing dan Advertisement Terhadap Minat Beli Produk Skincare Glad2Gow

Abstract

This study aims to analyze the influence of Influencer Marketing and Advertisement on the purchase intention of Glad2Glow skincare products among TikTok users in Karang Satria Village. This article is a literature-based research within the scope of Economics and Business, examining various scholarly sources through Google Scholar, Mendeley, and other academic online media. The research employs a quantitative approach using a survey method with 100 respondents selected through non-probability sampling and purposive sampling techniques. Data analysis was conducted quantiatively and descriptively to provide a deeper understanding of the relationship between the variables under study. The results of the study show that: 1) Influencer Marketing has no significant effect on the purchase intention of Glad2Glow skincare products. This may be due to a lack of sufficient engagement and interaction between influencers and their audience on TikTok; 2) The Advertisement variable has a significant impact on purchase intention. Effective and engaging advertisements can increase consumer interest in purchasing the skincare product. These findings offer valuable insights for brand managers in designing more optimal marketing strategies through social media, particularly TikTok, to enhance the purchase intention of skincare products.