Pengaruh Social Media Marketing Communication Terhadap Purchase Intention Brand Msglow Beauty di Kalangan Mahasiswa Bisnis Digital UNIMED
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Abstract
Penelitian ini bertujuan untuk menganalisis seberapa besar pengaruh social media marketing communication yaitu User Generated Content (UGC) dan Firm Generated Content (FGC) terhadap Purchase Intention MS Glow Beauty di media sosial Instagram dan Tiktok, khususnya dikalangan mahasiswa program studi Bisnis Digital di Universitas Negeri Medan. Penelitian ini menggunakan metode kuantitatif deskriptif dengan dengan sampel purposive sebanyak 46 responden. Data dikumpulkan melalui kuesioner dan dianalisis menggunakan regresi linier berganda dan pengujian hipotesis dengan uji F, uji t dan koefisien determinasi yang sebelumnya data telah diuji menggunakan uji validitas, uji realibilitas dan uji asumsi klasik dengan bantuan software SPSS 25. Hasil penelitian menunjukkan bahwa besar pengaruh antara UGC dan FGC terhadap Purchase Intention yang ditunjukkan dengan nilai R-square. Secara parsial UGC berpengaruh secara signifikan terhadap Purchase Intention dan FGC berpengaruh secara signifikan terhadap Purchase Intention. sedangkan, secara simultan menunjukkan UGC dan FGC berpengaruh positif dan signifikan terhadap Purchase Intention brand MS Glow beauty di media sosial pada mahasiswa program studi Bisnis digital Unimed.
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