Pengaruh Content Marketing, EWOM dan Celebrity Endorser Terhadap Minat Beli Produk Jiniso di Tiktok (Studi Pada Perempuan Gen Z di Kabupaten Kebumen)

The purpose of this research was to determine the influence of content marketing, ewom and celebrity endorsers on buying interest in Jiniso products on Tiktok. The population in this research is the people of Kebumen Regency who have never bought Jiniso products. The data used in this research is primary data obtained from respondents' answers collected through questionnaires. This research method, namely non-probability sampling with purposive sampling technique and a sample of 100 respondents, especially Gen Z women in Kebumen Regency. Based on quantitative methods, validity tests, reliability tests, classical assumption tests (normality tests, multicollinearity tests and heteroscedasticity tests), partial tests, simultaneous tests and coefficient of determination tests using SPSS version 23 for windows. The results of this research indicate that content marketing, ewom and celebrity endorsers both partially and simultaneously have a significant influence on buying interest in Jiniso products in Kebumen Regency.