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All Journal Jurnal Entrepreneur dan Entrepreneurship
Alfina Andasari
Universitas Nahdlatul Ulama Surabaya
Humanities Economics, Econometrics & Finance Social Sciences Other

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Impact of Content Marketing, Brand Image, & Social Media on Buying Behavior Alfina Andasari; Mohamad Yusak Anshori
Jurnal Entrepreneur dan Entrepreneurship Vol. 12 No. 2 (2023): Jurnal JEE
Publisher : Universitas Ciputra Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37715/jee.v12i2.4086

Abstract

This research aims to investigate the influence of Content Marketing, Brand Image, and Social Media on purchase intention and purchase decision for Sambal Ning Niniek, a small and medium-sized enterprise (SME). A quantitative research method was employed, with three independent variables, namely content marketing, brand image, and social media, and two dependent variables, namely purchase intention and purchase decision. A total of 216 respondents were included in the study. The analysis involved both outer model and inner model assessments. The results revealed that content marketing did not have a significant positive impact on purchase intention. However, brand image and social media demonstrated a positive and significant impact on purchase intention for sambal Ning Niniek. Furthermore, purchase intention was found to have a positive and significant effect on purchase decisions at Sambal Ning Niniek. Regarding the influence on purchasing decisions, content marketing, and brand image were identified as significant and positive factors for Sambal Ning Niniek. However, social media did not exhibit a significant positive impact on purchasing decisions.
Co-Authors Mohamad Yusak Anshori