PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BLUR AND COVER TWO WAY CAKE LUXCRIME (STUDI PADA PENGGUNA INSTAGRAM DI KOTA PALEMBANG)

MELTIANA. AL, SELFI and Nailis, Welly (2025) PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BLUR AND COVER TWO WAY CAKE LUXCRIME (STUDI PADA PENGGUNA INSTAGRAM DI KOTA PALEMBANG). Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to determine the effect of influencer marketing and content marketing on purchasing decisions for Luxcrime blur and cover two way cake products (study on Instagram users in Palembang City). The research method used is quantitative method. The data used in the study were primary data and secondary data. sampling techniques using non-probability sampling techniques with a sample size of 100 respondents. The data collection technique used a questionnaire that had been tested for validity and reliability. The analysis techniques in this study were partial test (t test), simultaneous test (F test), and multiple linear regression analysis. The results showed that the influencer marketing variable partially had a significant effect with T count> T table, namely 2.626> 1.985, with a significance value of 0.01 0.05. The content marketing variable partially also has a significant effect with T count> T table, namely 6.635 1.985, with a significance value of 0.00 0.05. Influencer marketing and content marketing variables simultaneously have a positive and significant effect on purchasing decisions, as evidenced by the value of F count> F table, namely 156.886> 3.09 and a significant level of 0.00 <0.05. The dominant variable in this study is content marketing, as evidenced by the beta (B) value of 0.645. Keywords: influencer marketing, content marketing, purchasing decisions

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Influencer marketing, content marketing, keputusan pembelian
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Selfi Meltiana. AL
Date Deposited:	18 Mar 2025 02:10
Last Modified:	18 Mar 2025 02:10
URI:	http://repository.unsri.ac.id/id/eprint/169030

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