Pengaruh Konten Marketing dan Citra Merek Terhadap Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi Tokopedia

Ustadriatul Mukarromah · Mirtan Sasmita · Lilis Rosmiati

22 citations0/0 files storedMASTER Jurnal Manajemen Strategik Kewirausahaan

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior and Marketing Influence Digital Marketing and Social Media SMEs Development and Digital Marketing

Abstract

Era digital saat ini berkembang pesat. Meningkatnya transaksi digital juga membuat konsumen bergeser ke pembelian online dalam hal ini e-commerce. Adanya konten marketing yang menarik membuat ketertarikan konsumen untuk membeli dan juga merek yang terkenal membuat konsumen tanpa ragu untuk membeli. Peneilitian ini menguji variabel konten marketing, citra merek dan keputusan pembelian serta dimediasi minat beli. Data bersumber dari 100 responden dikumpulkan menggunakan kuesioner google form. Analisis data menggunakan SEM aplikasi smartPLS 3.0. Hasil dari penelitian ini adalah konten marketing memiliki pengaruh terhadap minat dan minat beli memiliki pengaruh terhadap keputusan pembelian sedangkan citra merek tidak mempengaruhi keputusan pembelian. Minat beli tidak memediasi pengaruh konten marketing terhadap keputusan pembelian. The digital era is currently developing rapidly. The increase in digital transactions also makes consumers shift to online purchases in this case e-commerce. The existence of attractive marketing content makes consumers interested in buying and also well-known brands make consumers without hesitation to buy. This research examines the variables of marketing content, brand image and purchasing decisions as well as mediated buying interest. Data sourced from 100 respondents were collected using a google form questionnaire. Data analysis using smartPLS 3.0 application SEM. The result of this study is that content marketing has an influence on interests and buying interest has an influence on purchasing decisions while brand image does not affect purchasing decisions. Buying interest does not mediate the influence of content marketing on purchasing decisions

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 22 citations exist upstream.

References

2020EDUKASI PROTOKOL KESEHATAN DAN STRATEGI PEMASARAN ONLINE MELALUI PROGRAM KEMITRAAN MASYARAKAT DI ERA PANDEMI COVID-19 2021Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial 2020Pengaruh Kesadaran Merek dan Citra Merek Terhadap Keputusan Pembelian 2021Pengaruh social media marketing, online customer review, dan religiusitas terhadap keputusan pembelian konsumen shopee di masa pandemi Covid-19 dengan minat beli sebagai variabel intervening

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.