THE EFFECT OF ELECTRONIC WORD OF MOUTH, CONTENT MARKETING AND CONSUMER INNOVATIVENESS ON THE INTEREST IN BUYING SOMETHINC SKINCARE PRODUCTS AMONG FEBM UMRAH STUDENTS IN TANJUNGPINANG

Abstract

This study aims to analyze the influence of electronic word of mouth, content marketing, and consumer innovativeness on purchase intention toward Somethinc skincare products among students of the Faculty of Economics and Maritime Business, Universitas Maritim Raja Ali Haji, in Tanjungpinang. This research employed a quantitative approach using a survey method through questionnaires involving 96 respondents. Data were analyzed using SPSS version 25. The results indicate that consumer innovativeness has a significant effect on purchase intention, while electronic word of mouth and content marketing have no significant effect. Simultaneously, all variables significantly influence purchase intention toward Somethinc skincare products. These findings highlight the importance of consumers’ openness to product innovation in enhancing students’ purchase intention.