Content marketing efforts in improving consumer purchase decision in Titip Weh
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Jun 28, 2023
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Abstract
The The purpose of this research is to find out: (1) How does marketing content describe and Titipin Weh consumers' purchasing decisions, (2) How does content marketing influence Titipan Weh's consumer purchasing decisions. This study uses 2 variables to test its influence, namely content marketing (X) purchasing decisions (Y). The objects in this study were 19 consumers from Titipin Weh. This study uses a quantitative research method with a descriptive and verification approach. From the results of the R test (Coefficient of Determination) the value of R Square (R²) obtained is 0.830, which means that the influence of marketing content on purchasing decisions is 83%, the remaining 17% is influenced by other factors not examined by the author.
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How to Cite
Mubarrak, M. J., Yusuf, I., & Nurfitriya, M. (2023). Content marketing efforts in improving consumer purchase decision in Titip Weh. Enrichment : Journal of Management, 13(2), 1244-1251. https://doi.org/10.35335/enrichment.v13i2.1370
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Ashilah.S, 2021. Penduduk Kota Bandung Berdasarkan Pekejaan, BPS Kota Bandung.
Asnawati, A., Nadir, M., Wardhani, W & Setini, M. (2022). The effects of perceived ease of use, electronic word of mouth and content marketing on purchase decision.International Journal of Data and Network Science, 6(1), 81-90.
Atmoko Dwi, Bambang. 2012. Instagram Handbook Tips Fotografi Ponsel. Jakarta: Media Kita.
Debika.C, 2020. Pengaruh Konten Marketing Di Instagram Stories @Lcheesefactory
Diyatma, Aris Jatmika. 2017. Pengaruh Promosi Melalui Media Sosial Instagram Terhadap Keputusan Pembelian Produk Saka Bistro & Bar. e-Proceeding of Management: Vol.4, No.1 April 2017.
Hediana, Runto. et.al. 2015. Transaksi Jual Beli Online Perspektif
Ekonomi Islam. IAIN Kotler, Philip dan Kevin Keller (2007). Tahap-Tahap Konsumen Dalam Mengkonsumsi Produk atau Jasa.
Ho J., Pang C., Choy C. (2020). Content marketing capability building: A conceptual framework. Journal of Research in Interactive Marketing, 14(1), 133-151. https://doi.org/10.1108/JRIM-06-2018-0082.
Hollebeek L. D., Macky K. (2019). Digital content marketing’s role in fostering consumer engagement, trust, and value: Framework, fundamental propositions, and implications. Journal of Interactive Marketing, 45, 27–41. https://doi.org/10.1016/j.intmar.2018.07.003.
Kotler, P., & Armstrong, G (2018). Principles of Marketing Global Edition 17th Edition. London: Pearson Education.
Kumar D. (2015). Consumer behaviour: Includes online buying trends. Oxford University Press.
Mathew V., Soliman M. (2020). Does digital content marketing affect tourism consumer behavior? An extension of technology acceptance model. Journal of Consumer Behaviour, 20(1), 61–75. https://doi.org/10.1.
Milhinhos, P. R. (2015). The Impact of Content Marketing On Attitudes and. Purchase Intentions of Online Shoppers: The Case of Videos & Tutorials. FGV Digital Repository. FGV EBAPE - Dissertações, Mestrado em Gestão Empresarial [1276].
Mubarak, Jembar. 2020. Dokumen Media Sosial Titipin Weh Dari Akun Instagram @jembarmubarrak_
Pusparani.N, 2017. Definisi Variabel dan Operasionalisasi Variabel: Secara online. Bandung.
Pulizzi, Joe. 2014 Epic Content Marketing: How To Tell A different Story, Break,. Though The Clutter, And Win More Customers By Marketing Less. New.
Rapada, M.Z.; Yu, D.E.; Yu, K.D. Do Social Media Posts Influence Consumption Behavior towards Plastic Pollution? Sustainability 2021, 13, 12334. https://doi.org/10.3390/su132212334.
Ryan Darmawan, 2021. Pengaruh Konten Marketing Terhadap Keputusan Pembelian Pada Usaha Kecil Menegah Di Media Sosial: Secara online Al-Kalam.
S. Ramadanty, Y. Safitri and H. Suhendra, "Social Media Content Strategy for Higher Education, Indonesia," 2020 International Conference on Information Management and Technology (ICIMTech), Bandung, Indonesia, 2020, pp. 336-341, doi: 10.1109/ICIMTech50083.2020.9211216.
Syukur, 2019. Definisi Teknologi Informasi: Secara online.
Syekh Nurjati Cirebon, Fakultas Syari’ah dan Ekonomi Islam, 2015
Triwardhani.D, 2020. Pengaruh Promosi Digital Pada Keputusan Pembelian Agensi Iklan Online.:
Tribun, J. 2020. Bandung Adalah Ibu Kota Provinsi Jawa Barat Dengan Jumlah Penduduk Hampir 50 Juta Jiwa Pada Tahun 2020: Jabar Tribun News
Tjiptono, Fandy (2017), Strategi Pemasaran, Edisi 4, Yogyakarta: Andi..
Zanjabila Ridwan dan Hidayat Rahmat. 2017. Analisis Pengaruh Social Media Marketing Terhadap Keputusan Pembelian Bandung Techno Park. E-Proceeding of Applied Science Vol. 3 No. 2 Agustus 2017.