ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang)

Abstract

ABSTRACT
This study tries to analyze the influence of content marketing, influencers, and social media
on consumer purchasing decisions, especially for Instagram and TikTok social media users
in Magelang city. The purpose of this study was to analyze the effect of each variable,
namely, content marketing (X1), influencers (X2), and social media (X3) on purchasing
decisions (Y). In this study, data were collected through a questionnaire method to 100
respondents using purposive sampling method to determine respondents' responses to each
variable. Then an analysis of the data obtained is in the form of quantitative analysis
which includes validity and reliability tests, classical assumption tests, hypothesis tests,
and coefficient of determination (R2) analysis tests. The data analysis technique used is
multiple linear regression analysis which serves to prove the research hypothesis. The
results of the analysis show that the variables of content marketing, influencers, and social
mediahave a positive and significant influence on consumer purchasingdecisions.
Hypothesis testing using t-test also showed that the three independentvariables studied
were proven to significantly affect the dependent variable. Then through the F test, it can
be seen that the variables of content marketing, influencers, and social media have a
simultaneous effect on purchasing decisions. The Adjusted Rsquare figure of 0.690
indicates that 69 percent of the variation in purchasing decisions can be explained by the
three independent variables used in the regression equation. While the remaining 31
percent is explained by other variables outside the threevariables used in this study.