PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER DI KOTA PALEMBANG

ANANDA, SELLA RIZKA and Iisnawati, Iisnawati and Mavilinda, Febria Hera (2025) PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

[thumbnail of RAMA_61201_01011282025085_COVER.jpeg] Image
RAMA_61201_01011282025085_COVER.jpeg - Cover Image
Available under License Creative Commons Public Domain Dedication.

Download (151kB)
[thumbnail of RAMA_61201_01011282025085.pdf] Text
RAMA_61201_01011282025085.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (2MB)
[thumbnail of RAMA_61201_01011282025085_TURNITIN.pdf] Text
RAMA_61201_01011282025085_TURNITIN.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (7MB)
[thumbnail of RAMA_61201_01011282025085_0015088203_01_front_ref.pdf] Text
RAMA_61201_01011282025085_0015088203_01_front_ref.pdf - Accepted Version
Available under License Creative Commons Public Domain Dedication.

Download (1MB)
[thumbnail of RAMA_61201_01011282025085_0015088203_02.pdf] Text
RAMA_61201_01011282025085_0015088203_02.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (271kB)
[thumbnail of RAMA_61201_01011282025085_0015088203_03.pdf] Text
RAMA_61201_01011282025085_0015088203_03.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (343kB)
[thumbnail of RAMA_61201_01011282025085_0015088203_04.pdf] Text
RAMA_61201_01011282025085_0015088203_04.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (525kB)
[thumbnail of RAMA_61201_01011282025085_0015088203_05.pdf] Text
RAMA_61201_01011282025085_0015088203_05.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (147kB)
[thumbnail of RAMA_61201_01011282025085_0015088203_06_Ref.pdf] Text
RAMA_61201_01011282025085_0015088203_06_Ref.pdf - Bibliography
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (163kB)
[thumbnail of RAMA_61201_01011282025085_0015088203_07_lamp.pdf] Text
RAMA_61201_01011282025085_0015088203_07_lamp.pdf - Accepted Version
Restricted to Repository staff only
Available under License Creative Commons Public Domain Dedication.

Download (1MB)

Abstract

Technological advancements have had a rapid impact, one of which is the use of digital technology such as online shopping applications, better known as ecommerce. All goods can be easily obtained simply by opening these applications and entering the items to be purchased. E-commerce is popular because it simplifies work, allowing people to purchase various goods without having to go directly to the store, and has a wider reach and a wide variety of products. This has given rise to the phenomena of influencer marketing and content marketing. This study aims to analyze the influence of influencer marketing and content marketing on purchasing decisions for Kanzler Sausage products in Palembang City. The research method used is quantitative with an associative approach. Data collection was carried out through questionnaires distributed to 100 respondents who are active social media users and have purchased Kanzler products in the past six months. The results show that influencer marketing and content marketing, both partially and simultaneously, have a significant influence on purchasing decisions.This study highlights the importance of digital marketing strategies in increasing consumer purchasing interest

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Influencer Marketing, Content Marketing, Keputusan Pembelian
Subjects: H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions: 01-Faculty of Economics > 61201-Management (S1)
Depositing User: Sella Rizka Ananda
Date Deposited: 22 Jul 2025 07:23
Last Modified: 22 Jul 2025 07:23
URI: http://repository.unsri.ac.id/id/eprint/179702

Actions (login required)

View Item View Item