Alif Al-Ghifari, . (2025) PENGARUH CONTENT MARKETING "Di sini ada yang haus?" TERHADAP MINAT BELI (Studi Pada Akun Tiktok @nestlepurelife_id). Skripsi thesis, Universitas Pembangunan Nasional Veteran Jakarta.
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Abstract
Competition in the bottled drinking water (AMDK) industry in the current era is so tight that it makes companies compete to carry out marketing strategies with the aim of increasing profits. One of them is to use a marketing strategy through the use of content or content marketing. However, content marketing strategies need to be carried out by paying attention to the indicators of the content itself so that there is a significant increase in the company. Content that is able to influence reader cognition will be easily remembered by audiences or consumers. One of the bottled drinking water companies that uses a content marketing strategy is Nestle Pure Life. They use tiktok social media in carrying out the content marketing strategy. This study aims to determine whether there is an influence on Nestle Pure Life content marketing on product purchase intention using cognitive response theory. This research uses a quantitative approach, explanatory type, using the survey method. The data collected in this study were carried out by distributing several predetermined questions to 100 respondents. Sampling or respondents in this study used the slovin formula and the respondents in this study were followers of the Nestle Pure Life tiktok account. The data in this study were further analyzed using simple linear regression test, coefficient of determination test, and hypothesis testing. In the simple linear regression test, the result is 0.000 <0.005, this means that the independent variable has an effect on the dependent variable. Then, the results of the coefficient of determination test in this study explain that content marketing “Here anyone thirsty?” influences the followes' buying interest in nestle pure life products by 58.2%, while the remaining 41.8% is influenced by other factors not discussed in this study. Furthermore, the hypothesis test explains that there is a significant influence between content marketing “Di sini ada yang haus?” on buying interest in nestle pure life products. Keywords: Content Marketing, Nestle Pure Life, Purchase Interest, Tiktok, Cognitive Response Theory
| Item Type: | Thesis (Skripsi) |
|---|---|
| Additional Information: | [No Panggil: 2110411190] [Pembimbing: Putrawan Yuliandri] [Penguji 1: Vina Mahdalena] [Penguji 2: Aan Setiadarma] |
| Uncontrolled Keywords: | Content Marketing, Nestle Pure Life, Purchase Interest, Tiktok, Cognitive Response Theory |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) Fakultas Ilmu Sosial dan Ilmu Politik > Program Studi Ilmu Komunikasi (S1) |
| Depositing User: | ALIF AL - GHIFARI RUSANI |
| Date Deposited: | 20 Aug 2025 06:52 |
| Last Modified: | 20 Aug 2025 06:52 |
| URI: | http://repository.upnvj.ac.id/id/eprint/38802 |
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