Track: Business Management

Abstract

This research aim to analyze how Social Media Marketing Consumption, Curation, Creation, and Collaboration can  increase Buying Interest from Elzatta Hijab consumers through Social Media. Probability sampling method with the type of simple random sampling, with the number of respondents as many as 100 people. The data analysis technique used is descriptive analysis and SPSS (25). The results of this analysis indicate a positive and significant relationship between Social Media Marketing Curation and Collaboration on Purchase Intention, and the other two variables Consumption and Creation do not significantly affect the Purchase Interest variable. Consumption and Creation variables need to be increased or improved in order to increase Purchase Interest.

Keywords: Social Media Marketing, Consumption, Curation, Creation, Collaboration, Buying Interest.