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.
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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 |
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