PENGARUH SOCIAL MEDIA MARKETING TERHADAP PURCHASE INTENTION (Studi pada Mahasiswa Manajemen Pengguna TikTok di Universitas Muhammadiyah Ponorogo)

This study was conducted to determine the effect of social media marketing on purchase intention on Management Students who use TikTok at Muhammadiyah Ponorogo University. The variables used in this study are viral marketing, content marketing and influencer marketing using quantitative methods to determine the effect of variables on purchase intention. The technique used is nonprobability sampling using purposive sampling. Using primary data from data collection through distributing questionnaires with a sample of 95 respondents of TikTok user management students at Muhammadiyah Ponorogo University. The results showed: (1) viral marketing has a positive and significant effect on purchase intention. (2) content marketing has a positive and significant effect on purchase intention. (3) influencer marketing has a positive and significant effect on purchase intention. (4) viral marketing, content marketing and influencer marketing simultaneously have a positive and significant effect on purchase intention.