The Impact of Content Social Media Marketing on Purchase Decisions: Number of Followers as an Intervening Variable
Dampak Content Social Media Marketing Terhadap Keputusan Pembelian: Jumlah Follower sebagai Variable Intervening
DOI:
https://doi.org/10.21070/ups.1281Keywords:
Social Media, Purchasing Decisions, Content Marketing, Number of Followers, Electronic Word of MouthAbstract
The research design uses random sampling because this research is difficult to determine the exact number of population. This research was conducted by distributing questionnaires to followers of the "SECACA.ID" social media account. After all the data has been collected and received the expected response, the data is then measured using a measuring instrument, namely the SEM-PLS. The results of this study are that entertainment has no significant effect on the number of followers, but entertainment has a significant effect on purchasing decisions. Trendinnes has a significant effect on the number of followers, and entertainment also has an effect on purchasing decisions. Electronic word of mouth has a significant effect on the number of followers, but electronic word of mouth has no significant effect. on purchasing decisions, the number of followers has a direct effect on purchasing decisions, the number of followers as an intervening variable cannot influence entertainment.
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