SKRIPSI: Pengaruh Content Marketing dan Live Shopping terhadap Minat Beli Brand Skintific dengan Influencer Marketing sebagai Variabel Moderasi (Studi Kasus Generasi Z di Yogyakarta)

Ade Novita, Sari (2026) SKRIPSI: Pengaruh Content Marketing dan Live Shopping terhadap Minat Beli Brand Skintific dengan Influencer Marketing sebagai Variabel Moderasi (Studi Kasus Generasi Z di Yogyakarta). Masters thesis, STIM YKPN Yogyakarta.

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Abstract

This study aims to analyze the effect of content marketing and live shopping on purchase intention toward the Skintific brand on the TikTok application, with influencer marketing as a moderating variable. This research employs a quantitative approach with data collected through a questionnaire survey. The research sample consists of 100 respondents from Generation Z domiciled in Yogyakarta, who are active TikTok users and familiar with the Skintific brand. Data analysis was conducted using multiple linear regression and Moderated Regression Analysis (MRA) with the assistance of SPSS version 29. The results indicate that: (1) content marketing has a positive and significant effect on purchase intention; (2) live shopping partially has a positive and significant effect on purchase intention; (3) influencer marketing is proven to moderate (strengthen) the effect of content marketing on purchase intention; and (4) influencer marketing also moderates the effect of live shopping on purchase intention. In conclusion, interactive digital marketing strategies supported by the credibility of influencers are highly effective in increasing purchase intention among Generation Z consumers.

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HC1 Economic Theory
H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
Divisions: Ilmu Manajemen > Manajemen
Depositing User: Subhan Harish Munawar
Date Deposited: 13 Jul 2026 01:57
Last Modified: 13 Jul 2026 01:57
URI: http://repository.stimykpn.ac.id/id/eprint/714

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