The Influence of Marketing Content on Viewers’ Purchase Interest (YouTube Content: Artist-Made Collection by SEVENTEEN Season 1 Making of Log – JEONGHAN)
DOI:
https://doi.org/10.58344/locus.v5i8.5974Keywords:
Marketing Content, Purchase Interest, YoutubeAbstract
The development of marketing strategies in the digital era has shifted from traditional approaches toward more interactive and transparent content marketing. This research examines whether marketing content influences viewers' purchase interest through the YouTube video Artist-Made Collection by SEVENTEEN Season 1: Making of Log – JEONGHAN. SEVENTEEN, as a globally popular K-pop group, employs content-based marketing strategies to promote their merchandise, with members like Jeonghan actively involved in the creative process. This research uses a quantitative method by collecting data from 100 respondents who have watched the video. The analysis was based on marketing communication theories and consumer purchase interest, utilizing the AIDA approach and the 4C concept. The results of the study show a significant positive correlation between marketing content and purchase interest, with a correlation coefficient of 0.717. Furthermore, regression analysis indicates that the marketing content variable contributes 51.5% to explaining the variations in consumer purchase interest. These findings confirm that content-based marketing strategies are effective in capturing audience attention and encouraging purchasing decisions.
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