Image of The Effects of Content and Influencer Marketing on Purchasing Decisions of Fashion Erigo Company

Karya Ilmiah Dosen

The Effects of Content and Influencer Marketing on Purchasing Decisions of Fashion Erigo Company



This study aims to study content marketing and influence marketing on the purchasing decisions mediated by consumer behavior. The population used in this study were consumers from the Erigo Company. The sampling technique used purposive sampling with the number of samples obtained as many as 100 respondents. The analysis technique used in this study is the path analysis method. The test results show that content marketing has a direct influence and contribution to consumer behavior, the influence of marketing in the same direction and contribution to marketing behavior, content marketing has a direct and contributing to purchasing decision, marketing influence in the same direction and contributes to purchases, consumer behavior has a same direction and contribution to purchasing decisions. The influence of content marketing proved to be in the same direction and has a significant contribution to purchasing decisions through consumer behavior, the influence of influencer marketing proved to be in the same direction and has a significant contribution to purchasing decisions through consumer behavior. The results of this test also show a measure of the indirect effect of marketing content and the effect on purchasing decisions through behavior smaller compared to the influence of product differences and the effect of marketing on purchasing decisions directly.


Ketersediaan

EKIDUPT200070EKIDUPT200070Perpustakaan PusatB A C A
D I T E M P A T

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Informasi Detil

Judul Seri
Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Volume 1, Issue 2, May 2020
No. Panggil
EKIDUPT200070
Penerbit Dinasti Publisher: tangerang selatan.,
Deskripsi Fisik
13 p.
Bahasa
English
ISBN/ISSN/NPM
2721-303X
Klasifikasi
NONE
Tipe Isi
text
Tipe Media
Textbook
Tipe Pembawa
-
Edisi
-
Subyek
Info Detil Spesifik
-
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