Husna, Regina (2025) THE INFLUENCE OF BRAND IMAGE, CONTENT MARKETING, AND INFLUENCER ENDORSER, ON PURCHASE INTENTION OF SKINTINT SOMETHINC VIA TIKTOK PLATFORM(Study on Female Students of Class XII at MAN 3 Ngawi). S1 Undergraduate thesis, Universitas Darussalam Gontor.

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Abstract

The trend of digital marketing through social media is growing, especially among teenage girls who actively use the TikTok platform. One of the strategies widely used by cosmetic brands is building a strong brand image, content-based marketing, and collaborating with influencers to increase consumer purchase intention. However, not many studies have specifically analysed the effectiveness of these strategies in increasing purchase intention among Muslim teenagers. This study aims to analyse the influence of Brand Image, Content Marketing, and Influencer Endorser on Purchase Intention of Skintint Somethinc products through the TikTok platform. A quantitative approach was used in this study with purposive sampling technique, involving 88 respondents from class XII female students of MAN 3 Ngawi. Data was collected through an online questionnaire and analysed using multiple linear regression. The results showed that Brand Image has a significant effect on Purchase Intention with a t-count value of 5.492 (p = 0.000), Content Marketing with a t-count value of 2.895 (p = 0.005), and Influencer Endorser with a t-count value of 4.247 (p = 0.000). Simultaneously, the three variables contribute significantly to Purchase Intention with an F-count of 20,514 and an R-squared of 42.3%, indicating that this marketing strategy can effectively increase consumer purchase intention. In conclusion, marketing strategies through Brand Image, Content Marketing, and Influencer Endorser are proven effective in increasing Purchase Intention on TikTok, especially among Muslim teenage girls. The theoretical implications of this study show that social media-based marketing is an important element in the purchasing decisions of the younger generation. For cosmetic brands, this research can be a reference in developing a more targeted marketing strategy. In addition, aspects of transparency and honesty in marketing also need to be considered to create blessings for Muslim consumers.

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