CD Tesis

Pengaruh Content Marketing Dan Influencer Terhadap Minat Beli Dan Keputusan Pembelian Pada Produk Fashion Merek Jiniso Di Instagram

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SUMMARY
FEBRY LESTYA DEWI, Student ID: 2210247974, The Influence of Content Marketing and Influencers on Purchase Intention and Purchase Decisions for Jiniso Fashion Brand Products on Instagram. Supervised by Zulkarnain and Lailan Tawila Berampu.
The development of information technology is increasingly rapid. The existence of social media and e-commerce has made business actors start to abandon conventional marketing models and switch to modern marketing, namely the use of social media to attract customers. The most widely used social media platform in Indonesia is Instagram. The first rank of the most popular local fashion brand on Instagram is Jiniso. The purpose of this study is to determine and analyze Jiniso Instagram followers and the variables that predominantly influence purchase interest and purchase decisions on Jiniso products on Instagram.
This study uses an e-questionnaire method distributed via Google Form to respondents on Instagram. This research uses a quantitative descriptive method, meaning the research is explained in statistical form or numbers. The population in this study consists of all followers of the @Jiniso Instagram account from Indonesia through Instagram Social Media, and the sample in this study comprises 154 people using the Purposive Sampling formula. Hypothesis testing is carried out using Structural Equation Modeling (SEM) analysis with the help of applications.
The results of this study indicate that (1) Content Marketing has a positive and significant effect on purchase intention. (2) Content Marketing has a positive and significant effect on purchase decisions. (3) Influencers have a positive and significant effect on purchase intention. (4) Influencers have a positive and significant effect on purchase decisions. (5) Purchase intention has a positive and significant effect on purchase decisions. (6) Content Marketing has a positive and significant effect on purchase decisions through purchase intention. (7) Influencers have a positive and significant effect on purchase decisions through purchase intention.
Keywords: Content Marketing, Influencers, Purchase Intention, Purchase Decisions, and Instagram.

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210247974

Penerbit

Pekanbaru. : Universitas Riau – PASCA– Magister Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210247974

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Manajemen

Info Detail Spesifik

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Pernyataan Tanggungjawab

RIDHO

Versi lain/terkait

Lampiran Berkas

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