PENGARUH BRAND IMAGE, CONTENT MARKETING DAN KEPERCAYAAN TERHADAP MINAT BELI PRODUK SABUN PEMUTIH COLLAGEN GLUTA SOAP PADA GENERASI Z PENGGUNA TIKTOK DI KOTA PONTIANAK

Abstract

Developments in the modern digital era et that time, the existence of the internet made it very easy for people to be able to receive information and comunication to make it easier for humans to meet all their needs the rapid advancement of the internet informant technology causes most people to spend part of their time accessing the internet. The current development of the internet has made it an aspect of marketing and bussines development. This study aims to determine the effect of brand image, content marketing, and trust on buying interest in collagen study aims to determine and analyze the effect of brand image, content marketing and trust on buying interest in the whitening soap product collagen gluta soap for the and generation of tiktok users in pontianak city. The population in this study are all consumers who use the tiktok platform. The sample in this study is 100 respondents using a purposive sampling technique. Data collection was carried out by distributing quetionnaries through the google form. The data analysis model used in this study is a multiple linear regression test. Bassed on the hypotesis test, it is concluded that brand image has an effect has a positive effect on buying interest and trust has a positive effect on buying interest.