PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA TOKO KASYARAA DI KABUPATEN BADUNG

  • Ni Putu Sri Dewi Universitas Warmadewa, Denpasar Bali - Indonesia
  • Ni Nyoman Suriani Fakultas Ekonomi Universitas Warmadewa
  • I Made Yogiarta Universitas Warmadewa, Denpasar Bali - Indonesia

Abstract

This study aims to explore the importance of implementing content marketing strategies, influencer marketing, and product quality in increasing consumer buying interest in Toko Kasyaraa products in Badung Regency. The targeted population includes all consumers of Toko Kasyaraa with an infinite number. Through determining the sample through purposive sampling and the Hair et al. formula, a total of 90 consumers who have purchased Toko Kasyaraa products were obtained. Data was empirically collected through a questionnaire distribution procedure and analysed through a multiple linear regression approach. The study results confirmed that engaging and relevant content was found to encourage consumers to make product purchases. Furthermore, the use of influencers with good communication skills was found to increase the attractiveness of consumers to make purchases. Good quality products also play an important role in consumers' decision-making to purchase products. This research is able to contribute theoretically to marketing literature and practically for Toko Kasyaraa to strive to improve the quality of the products offered, increase online marketing activities, especially in uploading interesting content, and by presenting influencers in promoting products.

References

Abdurrahim., & Sangen, M. (2019). Pengaruh Content Marketing, Sales Promotion, Personal Selling, dan Advertising terhadap Minat Beli Konsumen pada Hotel Biuti di Banjarmesin. Jurnal Sains Manajemen Dan Kewirausahaan, 3(1), 42–47.
Agustini, M. P., & Komariah, K. (2022). Analisis Interaksi Sosial Konten Marketing Dan Influencer Marketing Terhadap Minat Beli Produk Kosmetik (Survey Pada Konsumen Produk Dear Me Beauty Di Kota Sukabumi). Management Studies and Entrepreneurship Journal (MSEJ), 3(3), 1601–1610.
Amalia, C. D., & Lubis, E. E. (2020). Pengaruh content marketing di Instagram stories@ lcheesefactory terhadap minat beli konsumen. Jurnal Online Mahasiswa (JOM) Bidang Ilmu Sosial Dan Ilmu Politik, 7(1), 1–11.
Anbiya, N. N., & Sofyan, A. (2021). Hubungan Antara Promosi Penjualan dengan Minat Beli Konsumen. Jurnal Riset Manajemen Komunikasi, 130–137.
Baharudinsyah, F. A. (2023). Pengaruh content marketing, brand Ambassador, dan brand awareness terhadap minat beli pelanggan brand fashion maternal disaster di Kota Malang. Universitas Islam Negeri Maulana Malik Ibrahim.

Ernawati, D. (2019). Pengaruh Kualitas Produk, Inovasi Produk Dan Promosi Terhadap Keputusan Pembelian Produk Hi Jack Sandals Bandung. JWM (Jurnal Wawasan Manajemen), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173.
Ika, S. (2023). Pengaruh Daya Tarik Content Marketing, Content Review, Desain Produk, dan Harga terhadap Minat Beli Konsumen pada Tas Merek Tasenyong (Studi Kasus pada Followers Instagram (@TASENYONG_PURWOKERTO). UIN. Prof. KH Saifuddin Zuhri.
Kisworo, Y., & Firmansyah, M. (2022). Analisis Bauran Pemasaran terhadap Minat Beli Konsumen di Gramedia Mall of Indonesia. Fokus: Jurnal Manajemen Dan Bisnis, 4(1), 77–91.
Kotler, Philip., Hermawan Kertajaya., & I. S. (2019). Marketing 4.0. New Jersey: Wiley.
Kotler, P., Kartajaya, H., & Setiawan, I. (2019). Marketing 3.0: From products to customers to the human spirit. Springer Singapore, 139–156.
Kumbara, V. B. (2021). Determinasi Nilai Pelanggan Dan Keputusan Pembelian: Analisis Kualitas Produk, Desain Produk Dan Endorse. Jurnal Ilmu Manajemen Terapan, 2(5), 604–630.
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh influencer marketing terhadap keputusan pembelian (studi pada Elzatta Hijab Garut). Prismakom, 18(1), 33–38.
Lubis, A. A. (2019). Pengaruh Harga Dan Kualitas Produk Terhadap Keputusan Pembelian Surat Kabar Pada PT. Suara Barisan Hijau Harian Orbit Medan. Jurnal Ilmiah Manajemen Dan Bisnis, 16(2).
Oktavia, E. (2020). Pengaruh Digital Marketing, Brand Image dan Influencer Marketing pada Keputusan Pembelian Online (Studi pada Mahasiswa STIE Malangkucecwara). http://repository.stie-mce.ac.id/id/eprint/1059.
Puspitasari, P., Tresnati, R., & Oktini, D. R. (2019). Pengaruh Content Marketing Terhadap Minat Beli Konsumen (Survei pada Konsumen Thirteenth Shoes Bandung).
Romadon, A. S., Pramusinto, M. A., & Kamelia, S. N. (2023). Pengaruh Kualitas Produk, Citra Merek, dan Harga Terhadap Keputusan Pembelian Melalui Shopee. Solusi, 21(3), 672-682.
Scozzese, G., & Granata, G. (2019). The action of e-Branding and Content marketing to improve consumer relationships. European Scientific Journal, 15(1), 58–72.
Sunyoto. (2019). Strategi Mengatasi Penurunan Daya Beli Konsumen Pada Toko Ritel Dengan Menggunakan E-Commerce Di Kota Bengkulu. UIN Fatmawati Sukarno.
Published
2024-09-03
How to Cite
Dewi, N. P. S., Suriani, N. N., & Yogiarta, I. M. (2024). PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN KUALITAS PRODUK TERHADAP MINAT BELI KONSUMEN PADA TOKO KASYARAA DI KABUPATEN BADUNG. Warmadewa Management and Business Journal (WMBJ), 6(2), 100-109. https://doi.org/10.22225/wmbj.6.2.2024.100-109
Section
Articles
Abstract viewed = 25 times
PDF (Bahasa Indonesia) downloaded = 33 times