Image of PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BLUR AND COVER TWO WAY CAKE LUXCRIME (STUDI PADA PENGGUNA INSTAGRAM DI KOTA PALEMBANG)

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PENGARUH INFLUENCER MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK BLUR AND COVER TWO WAY CAKE LUXCRIME (STUDI PADA PENGGUNA INSTAGRAM DI KOTA PALEMBANG)

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This study aims to determine the effect of influencer marketing and content marketing on purchasing decisions for Luxcrime blur and cover two way cake products (study on Instagram users in Palembang City). The research method used is quantitative method. The data used in the study were primary data and secondary data. sampling techniques using non-probability sampling techniques with a sample size of 100 respondents. The data collection technique used a questionnaire that had been tested for validity and reliability. The analysis techniques in this study were partial test (t test), simultaneous test (F test), and multiple linear regression analysis. The results showed that the influencer marketing variable partially had a significant effect with T count> T table, namely 2.626> 1.985, with a significance value of 0.01 0.05. The content marketing variable partially also has a significant effect with T count> T table, namely 6.635 1.985, with a significance value of 0.00 0.05. Influencer marketing and content marketing variables simultaneously have a positive and significant effect on purchasing decisions, as evidenced by the value of F count> F table, namely 156.886> 3.09 and a significant level of 0.00

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Inventory Code Barcode Call Number Location Status
2507001605T169030T1690302025Central Library (REFERENCES)Available but not for loan - Not for Loan
Detail Information
Series Title
-
Call Number
T1690302025
Publisher
Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya.,
Collation
xxii, 150 hlm.; ilus.; tab.; 29 cm.
Language
Indonesia
ISBN/ISSN
-
Classification
658.07
Content Type
-
Media Type
-
Carrier Type
-
Edition
-
Subject(s)
Manajemen
Prodi Manajemen
Specific Detail Info
-
Statement of Responsibility
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No other version available

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