ANALISIS PENGARUH PERSONAL BRANDING INFLUENCER DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA INDUSTRI FASHION WANITA MELALUI PLATFORM TIKTOK (DI KOTA MATARAM)

Abstract

Thisstudy aimsto find out how personal branding influencer, and content marketing affect the speed of purchasing decisions made by z-gen consumers through TikTok. The research method used in this study was a survey sample. The number of respondents used in this study was 75 with sampling techniques using purposive sampling methods. The population in this study is consumers of TikTok active user z-genes who have been actively using TikTok for the past months. The data that had been obtained from the respondents were processed using multiple linear regression analysis methods using SPSS version 25. Research results show that personal branding influencer and content marketing have a positive and