Artikel Ilmiah : C1H021013 a.n. YASHINTA ROSA INDRIASANTOSA
| NIM | C1H021013 |
|---|---|
| Namamhs | YASHINTA ROSA INDRIASANTOSA |
| Judul Artikel | The Influence of Content Marketing toward Customer Purchase Intention on Instagram |
| Abstrak (Bhs. Indonesia) | Saat ini digitalisasi telah menjadi salah satu proses pemasaran produk yang biasa disebut dengan digital marketing. Content marketing telah menjadi salah satu strategi pemasaran digital. Penelitian ini bertujuan untuk menganalisis pengaruh dari content marketing terhadap customer purchase intention pada Instagram @kuliner_purwokerto dengan customer engagement dan brand identity sebagai variabel mediasi. @kuliner_purwokerto merupakan akun Instagram yang mempromosikan UMKM Kuliner di Purwokerto lewat konten-kontennya. Sample pada penelitian ini terdiri dari 243 responden yang merupakan pengikut @kuliner_purwokerto di Instagram. Analisis hasil penelitian menggunakan SEM PLS. Hasil analisis menunjukkan bahwa content marketing berpengaruh signifikan terhadap customer engagement dan brand identity, customer engagement dan brand identity berpengaruh signifikan terhadap customer purchase intention, customer engagement dan brand identity memediasi pengaruh content marketing terhadap customer purchase intention. Sehingga dapat disimpulkan bahwa content marketing berpengaruh pada customer purchase intention secara langsung maupun tidak langsung. Nantinya, hasil penelitian ini diharapkan dapat meningkatkan customer purchase intention terhadap kuliner-kuliner yang ada di Purwokerto dengan mengintensifkan content marketing sehingga akan dapat meningkatkan customer engagement dan brand identity dari UNMKM kuliner yang ada di Purwokerto. |
| Abtrak (Bhs. Inggris) | Nowadays, digitalization has become one of the product marketing processes commonly called digital marketing. Content marketing has become one of the strategies of digital marketing. This study aims to analyze the influence of content marketing toward customer purchase intention on Instagram @kuliner_purwokerto with customer engagement and brand identity as mediating variables. @kuliner_purwokerto is an Instagram account that promotes culinary MSMEs in Purwokerto through its content. The sample in this study consisted of 243 respondents who followed @kuliner_purwokerto on Instagram. Analysis of research results using SEM PLS. The analysis results show that content marketing has a significant effect on customer engagement and brand identity, customer engagement and brand identity have a significant effect on customer purchase intention, customer engagement and brand identity mediate the effect of content marketing on customer purchase intention. Furthermore, it can be concluded that content marketing affects customer purchase intention directly or indirectly. Later, the results of this study are expected to increase customer purchase intention for culinary in Purwokerto by intensifying content marketing so that it will be able to increase customer engagement and brand identity of culinary MSMEs in Purwokerto. |
| Kata kunci | Content Marketing, Customer Engagement, Brand Identity, Customer Purchase Intention |
| Pembimbing 1 | Dr. Weni Novandari, S.E., M.M. |
| Pembimbing 2 | Dr. Nur Choirul Afif, S.E., M.Si. |
| Pembimbing 3 | |
| Tahun | 2024 |
| Jumlah Halaman | 12 |
| Tgl. Entri | 2025-01-13 15:47:01.685055 |