Keputusan Pembelian Pada Eatsambel: Peran Influencer Marketing, Online Customer Review & Content Marketing

https://doi.org/10.36441/mae.v7i2.2227

Authors

Keywords:

Keputusan Pembelian, Influencer Marketing, Online Customer Review, Content Marketing

Abstract

Penelitian ini menganalisis peran influencer marketing, online customer review, dan content marketing dalam keputusan pembelian konsumen pada produk Eatsambel. Dengan metode kuantitatif dan sampel 105 konsumen, data primer diperoleh melalui kuesioner online dan data sekunder dari jurnal serta situs web. Analisis menggunakan Partial Least Square (PLS) menunjukkan bahwa ketiga faktor tersebut berpengaruh signifikan terhadap keputusan pembelian konsumen. Online customer review memiliki nilai loading factor tertinggi, diikuti influencer marketing dan content marketing. Peningkatan strategi ketiga faktor ini dapat meningkatkan keputusan pembelian konsumen hingga 45,3%, 51,9%, dan 62,5%. Temuan ini menyoroti pentingnya strategi pemasaran dalam mempengaruhi perilaku pembelian konsumen, serta menganjurkan perusahaan untuk meningkatkan kualitas pemasaran di aspek tersebut guna meraih kesuksesan di pasar yang kompetitif.

Published

2024-12-03

Issue

Vol. 7 No. 2 (2024): Management and Accounting Expose 2024

Section

Artikel
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