The Influence of Content Marketing, Brand Ambassador, and Price on Purchase Decision for BROMEN Men’s Skincare Product.
Pengaruh Content Marketing, Brand Ambassador dan Harga Pada Keputusan Pembelian Produk Skincare pria BROMEN
DOI:
https://doi.org/10.21070/ups.8087Keywords:
content marketing, content relevance, content engagement, Decision purchaseAbstract
This research aims to analyze the influence of content marketing on consumer purchasing decisions for product X. Content marketing, as a content-based marketing strategy that is relevant and valuable, is increasingly becoming a key factor in building consumer engagement and influencing purchasing behavior. This study uses a quantitative approach with a survey method involving 150 respondents who are active social media users and consumers of product X. The research results indicate that simultaneously, content marketing has a significant impact on consumer purchasing decisions. Partially, the variables of content relevance and content engagement have the most dominant influence compared to other variables. This finding indicates that presenting content that is relevant to consumer needs and is interactive can enhance trust and purchase interest.
Downloads
References
E. A. Sinambela dkk., “BISNIS DIGITAL”.
L. Kurniawati dan P. Silitonga, “Pengaruh Kualitas Produk, Suasana Toko Dan Media Sosial Marketing Terhadap Keputusan Pembelian Di Fore Coffee Cibubur Junction,” Panorama Nusantara, vol. 16, no. 1, hlm. 53–62, 2021.
D. J. Osak dan Y. Pasharibu, “Pengaruh Brand Ambasador Dan Tagline Terhadap Keputusan Pembelian Online Dengan Mediasi Brand Awareness,” E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, vol. 9, no. 2020, hlm. 357–380, 2020.
I. Anwar dan B. Satrio, “Pengaruh harga dan kualitas produk terhadap keputusan pembelian,” Jurnal Ilmu dan Riset Manajemen (JIRM), vol. 4, no. 12, 2015.
I. U. Huda, A. J. Karsudjono, dan R. Darmawan, “Pengaruh content marketing dan lifestyle terhadap keputusan pembelian pada usaha kecil menengah di media sosial,” Al-Kalam: Jurnal Komunikasi, Bisnis Dan Manajemen, vol. 8, no. 1, hlm. 32–40, 2021.
A. Y. Prasetya, A. D. Astono, dan Y. Ristianawati, “Analisa Strategi Pengaruh Influencer Marketing Di Social Media, Online Advertising Dan Content Marketing Terhadap Keputusan Pembelian,” Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT), vol. 12, no. 2, hlm. 138–151, 2021.
A. Sriyanto, A. W. Kuncoro, A. Sarsito, dan K. Istikomah, “Pengaruh brand ambassador, minat beli, dan testimoni terhadap keputusan pembelian (studi pada situs jual beli online shop shopee Indonesia di Universitas Budi Luhur periode februari–april 2018),” Jurnal Ekonomika Dan Manajemen, vol. 8, no. 1, hlm. 21–34, 2019.
W. G. Sterie, J. Massie, dan D. Soepono, “Pengaruh Brand Ambassador Dan Brand Image Terhadap Keputusan Pembelian Produk Pt. Telesindo Shop Sebagai Distributor Utama Telkomsel Di Manado,” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, vol. 7, no. 3, 2019.
A. E. Nasution dan M. T. Lesmana, “Pengaruh harga dan kualitas pelayanan terhadap keputusan pembelian konsumen (studi kasus pada alfamart di Kota Medan),” dalam Prosiding Seminar Nasional Vokasi Indonesia, 2018, hlm. 83–88.
M. F. Akbar dan U. B. Haryoko, “Pengaruh promosi dan harga terhadap keputusan Pembelian dan dampaknya terhadap kepuasan Pelanggan pada alfamart cabang cikokol tangerang,” Jurnal Ekonomi Efektif, vol. 2, no. 2, hlm. 280–286, 2020.
A. Satiawan, R. S. Hamid, dan E. Maszudi, “Pengaruh Content Marketing, Influencer Marketing, Online Custumer Review Terhadap Keputusan Pembelian dan Kepuasan Konsumen Di Tiktok,” Jurnal Manajemen dan Bisnis Indonesia, vol. 9, no. 1, hlm. 1–14, 2023.
W. E. T. Rumbay, M. Mangantar, dan S. J. C. Wangke, “Analysis of digital content marketing trend of local start-up business in north sulawesi,” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, vol. 9, no. 2, 2021.
D. Y. Irju dan M. Rahmat, “Pengaruh Brand Ambassador Terhadap Keputusan Pembelian Produk Mie Sukses Isi 2 Pada Masyarakat Kelurahan Sudirejo Ii Kecamatan Medan Kota,” Jurnal Penelitian Ekonomi Manajemen, vol. 1, no. 1, hlm. 34–43, 2021
Downloads
Additional Files
Posted
License
Copyright (c) 2025 UMSIDA Preprints Server
This work is licensed under a Creative Commons Attribution 4.0 International License.
