Pengaruh Influencer Marketing, Content Marketing, dan Brand Awareness Terhadap Minat Beli Konsumen UMKM Lensa Optik
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Dhaffa Fadlurrahman Faiz
*
Universitas Negeri Surabaya, Surabaya,
Indonesia
- Muhammad Fachmi Universitas Negeri Surabaya, Surabaya, Indonesia (*) Corresponding Author
Abstract
Instagram and TikTok are the main marketing channels for Aletalens, a local MSME-scale eyewear brand, while similar businesses often find it difficult to determine which efforts should take priority. This research examines the three variables IM, CM, and BA that encourage consumer buying interest, as well as which variable is the strongest. The approach is quantitative associative. A total of 107 active followers of Aletalens' Instagram and TikTok accounts, selected purposively, filled out a 5-point Likert questionnaire, then the answers were processed using multiple linear regression (SPSS 26) after the classic assumption test. The partial effects of all three are positive and significant: t count 5.024 for IM (sig. 0.000), 3.173 for CM (sig. 0.002), and 2.520 for BA (sig. 0.013). The model is declared feasible (F = 152.747; sig. 0.000) and explains 81.1% of the variation in buying interest according to Adjusted R² 0.811. IM stands out the most (Beta 0.454). These results direct MSMEs with limited funds to combine these three efforts and give the largest portion to collaboration with influencers.
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