PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN CONSUMER ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA KULINER VIRAL BATAGOR SITOFFAN DI KABUPATEN NGANJUK

M AZIS PUTDIN WARDANA; Putri Hestiningrum

doi:10.26740/jptn.v14n2.p116-131

Authors

M AZIS PUTDIN WARDANA Universitas Negeri Surabaya
Putri Hestiningrum Universitas Negeri Surabaya

DOI:

https://doi.org/10.26740/jptn.v14n2.p116-131

Keywords:

Content Marketing, Influencer Marketing, Consumer Engagement, Purchasing Decision, Digital Marketing

Abstract

The development of social media encourages culinary businesses to utilize digital marketing strategies to influence consumer purchasing decisions. This study aims to examine the effect of Content Marketing, Influencer Marketing, and Consumer Engagement on Purchasing Decisions at Batagor Sitoffan in Nganjuk Regency. This research used a quantitative approach with a survey method involving 180 respondents selected through purposive sampling technique. Data were analyzed using multiple linear regression with the assistance of SPSS. The results showed that Content Marketing, Influencer Marketing, and Consumer Engagement partially and simultaneously had a positive and significant effect on Purchasing Decisions. Digital marketing strategies through informative content, credible Influencer recommendations, and Consumer Engagement through social media are factors that influence purchasing decisions among Batagor Sitoffan consumers

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