BibTex Citation Data :
@article{DJM33967, author = {Reza Nur Shadrina and Yoestini Yoestini}, title = {ANALISIS PENGARUH CONTENT MARKETING, INFLUENCER, DAN MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (Studi pada Pengguna Instagram dan Tiktok di Kota Magelang)}, journal = {Diponegoro Journal of Management}, volume = {11}, number = {2}, year = {2022}, keywords = {Keywords: content marketing, influencers, social media, and purchase decisions.}, abstract = { ABSTRACT This study tries to analyze the influence of content marketing, influencers, and social media on consumer purchas ing 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 whic h 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 hypoth esis. The results of the analysis show that the variables of content marketing, influencers, and social media have a positive and significant influence on consumer purchasing decisions. Hypothesis testing using t - test also showed that the three independent variables 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 R square 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 three variables used in this study. }, issn = {2337-3792}, url = {https://ejournal3.undip.ac.id/index.php/djom/article/view/33967} }
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