The Influence of Content Marketing and Lifestyle on Purchase Decisions for the Tiktok Application in the Medan Area District

Abstract

The purpose of this research is to determine the influence of content marketing and lifestyle on purchasing decisions for the Tiktok application in Medan Area District. The type of research used is associative research. Associative research is research that aims to determine some speculation regarding whether or not there is a relevant relationship between two or more research variables. In this research, an associative research strategy is used to identify the extent of influence of variable The data research method was carried out using a questionnaire. The population in this study was Medan Area District with a total of 113,179 people. The sample in this study amounted to 100 people. Data processing uses SPSS version 25 software. The analysis used is, descriptive analysis, validity test, reliability test, classical assumption test, multicollinearity test, heteroscedasticity test, multiple linear regression test, varisial test, simultaneous test, determination test. In Content Marketing (X1), the t-count value is 4,178 > t-table 1.660 and the sig. 0.000 < 0.05, then H0 is rejected and H1 is accepted. This explains that Content Marketing has a positive and significant effect on Consumer Satisfaction (Y). In Lifestyle (X2), the t-count value is 3,490 > t-table 1.660 and the sig value. 0.001 < 0.05, then H0 is rejected and H1 is accepted. This explains that Lifestyle has a positive and significant effect on Consumer Satisfaction.