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Pengaruh Content Marketing dan Dukungan Influencer terhadap Minat Beli Konsumen pada Produk Fashion

Authors

  • Rachmi Oktora Citra Rahayu Fakultas Ekonomi Bisnis Universitas Islam Bandung
  • Hendrati Dwi Mulyaningsih Fakultas Ekonomi Bisnis Universitas Islam Bandung

DOI:

https://doi.org/10.29313/jrmb.v1i2.544

Keywords:

Content Marketing, Influencer, Minat Beli

Abstract

Abstract. This research focuses on the application of Content Marketing and Influencers to Consumer Purchase Interest in Fashion Products. The purpose of this study is to determine how much influence Content Marketing and Influencers have on Puru Kambera's consumer buying interest. This research is included in the type of quantitative research using a correlation approach. The data collection technique in this study was carried out through the distribution of questionnaires. The object of this research is the permanent consumers of Puru Kambera as many as 250 people and narrowed down in the number of samples as many as 155 consumers. The sampling technique used in this research is simple random sampling, where the researcher determines the sample randomly. The data analysis used is descriptive and statistical analysis using multiple linear regression analysis, F test and T test. The results of this study indicate that the Content Marketing variable partially has a significant effect on Purchase Interest and the Influencer variable partially has a significant effect on Purchase Interest. And simultaneously the variables of Content Marketing and Influencer have a significant effect on consumer buying interest at Puru Kambera.

Abstrak. Penelitian ini berfokus pada penerapan Content Marketing dan Influencer terhadap Minat Beli konsumen pada Produk Fashion. Tujuan penelitian ini untuk mengetahui seberapa besar pengaruh Content Marketing dan Influencer terhadap Minat Beli konsumen Puru Kambera. Penelitian ini termasuk kedalam jenis penelitian kuantitatif dengan menggunakan pendekatan korelasi. Teknik pengumpulan data dalam penelitian ini dilakukan melalui penyebaran angket. Objek penelitian ini adalah konsumen tetap Puru Kambera sebanyak 250 orang dan dikerucutkan dalam jumlah sampel sebanyak 155 orang konsumen. Teknik sampling yang digunakan dalam penelitian ini adalah simple random sampling, dimana peneliti menentukan sampel secara acak. Analisis data yang digunakan adalah analisis deksriptif dan statistik yaitu dengan menggunakan analisis regresi linier berganda, uji F dan uji T. Hasil dari penelitian ini menunjukkan bahwa variabel Content Marketing secara parsial berpengaruh signifikan terhadap Minat Beli dan variabel Influencer secara parsial berpengaruh signifikan terhadap Minat Beli. Dan secara simultan variabel Content Marketing dan Influencer berpengaruh signifikan terhadap Minat Beli konsumen pada Puru Kambera.

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Published

2022-02-13