Analisis Pengaruh Content Marketing, Influencer dan Sosial Media Terhadap Keputusan Pembelian Konsumen Pada Pengguna Instagram di Universitas Mataram

Authors

Gusti Ayu Dwi Novia Ardina , buana , Edy

DOI:

10.29303/alexandria.v5iSpecialIssue.606

Published:

2024-06-30

Issue:

Vol. 5 No. SpecialIssue (2024): June

Keywords:

Content Marketing, Influencers, Social Media and Purchase Decisions

Articles

Downloads

How to Cite

Ardina, G. A. D. N., Dwi Putra Buana Sakti, D. P. B. S., & Lalu Edy Herman Mulyono, L. E. H. M. (2024). Analisis Pengaruh Content Marketing, Influencer dan Sosial Media Terhadap Keputusan Pembelian Konsumen Pada Pengguna Instagram di Universitas Mataram. ALEXANDRIA (Journal of Economics, Business, & Entrepreneurship), 5(SpecialIssue), 45–49. https://doi.org/10.29303/alexandria.v5iSpecialIssue.606

Metrics

Metrics Loading ...

Abstract

This research aims to analyze the influence of content marketing, influencers, and social media on consumer purchasing decisions for Instagram users at Mataram University. The population in this study were Instagram application users in the Mataram University area, while the sample from this study was 100 Instagram application users using purposive sampling techniques. This type of research is associative research. Data processing in this study used SPSS 26.0 for Windows, where validity tests, reliability tests, classical assumption tests, causal step regression tests, significance tests (t tests) and coefficient of determination tests (R2) were carried out. Based on the research results, it shows that: Content marketing has a positive and significant influence on purchasing decisions for Instagram users at Mataram University, influencers have a positive and significant influence on purchasing decisions for Instagram users at Mataram University, and social media has a positive and significant influence on purchasing decisions. to Instagram users at Mataram University. The results of testing the coefficient of determination (R2) show that the adjusted R Square value is 0.433 (43.3%). This value shows that the influence of content marketing, influencers, and social media on consumer purchasing decisions for Instagram users at Mataram University is 43.3%, the remaining 56.7% is explained by other variables outside the research.

References

Alkharabsheh, O. H. M., & Zhen, B. H. (2021). The Impact of Content marketing, Social media marketing and Online convenience on Consumer buying decision process. CoMBInES-Conference on, 1823–1834.

Andi Dwi Riyanto. 2022. Hootsuite (We are Social): Indonesian Digital Report 2022. From We Are Social. https://andi.link/hootsuite-we-are- social-indonesian-digitalreport-2022

Hariyanti N.T., Wirapraja A. 2018. Pengaruh Influencer Marketing sebagai Strategi Pemasaran Digital Era Modern (Sebuah Studi Literatur). Jurnal EKSEKUTIF, (15), 133-146. https://marketingcraft.getcraft.com/id- articles/efektivitas-content-marketing

Hudson, Matthew. (2020). What is Social Media? https://www.thebalancesmb.com/whatis-social-media-2890301

Kotler, p dan amstrong. (2018). Prinsip-Prinsip Marketing Edisi Ke Tujuh. Penerbit. Salemba empat. Jakarta.

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from Traditional to Digital. New Jersey: John Wiley & Sons.

Author Biographies

buana, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.

Edy, Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Mataram, Indonesia.

License

Copyright (c) 2024 Gusti Ayu Dwi Novia Ardina, buana, Edy

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors who publish with ALEXANDRIA (Journal of Economics, Business, Tourism, and Entrepreneurship), agree to the following terms:

  1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution 4.0 International License. This license allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
  2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in ALEXANDRIA (Journal of Economics, Tourism, Hospitality, and Entrepreneurship).
  3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).