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PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK SOSIS KANZLER DI KOTA PALEMBANG

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Technological advancements have had a rapid impact, one of which is the use of digital technology such as online shopping applications, better known as ecommerce. All goods can be easily obtained simply by opening these applications and entering the items to be purchased. E-commerce is popular because it simplifies work, allowing people to purchase various goods without having to go directly to the store, and has a wider reach and a wide variety of products. This has given rise to the phenomena of influencer marketing and content marketing. This study aims to analyze the influence of influencer marketing and content marketing on purchasing decisions for Kanzler Sausage products in Palembang City. The research method used is quantitative with an associative approach. Data collection was carried out through questionnaires distributed to 100 respondents who are active social media users and have purchased Kanzler products in the past six months. The results show that influencer marketing and content marketing, both partially and simultaneously, have a significant influence on purchasing decisions.This study highlights the importance of digital marketing strategies in increasing consumer purchasing interest

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Availability

Detail Information

Series Title

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Call Number

T1797022025

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2025

Collation

xvi, 125 hlm.; ilus.; tab.; 29 cm.

Language

Indonesia

ISBN/ISSN

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Classification

658.07

Content Type

Text

Media Type

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Carrier Type

-

Edition

-

Subject(s)

Manajemen

Specific Detail Info

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Statement of Responsibility

MI

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