PENGARUH KONTEN MARKETING DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SHOOPE DI KOTA SEMARANG

Authors

  • Devi Alvianti Universitas Wahid Hasyim Author
  • Anggi Pengestuti Universitas Wahid Hasyim Author
  • Siti Umi Sa'adatur Rohmah Universitas Wahid Hasyim Author
  • Riesmita Kustanti Universitas Wahid Hasyim Author
  • Ratih Pratiwi Author

DOI:

https://doi.org/10.46975/tkdawx02

Keywords:

content marketing, keputusan konsumen

Abstract

This research examines the influence of marketing content on social media on consumer purchasing decisions on the Shopee e-commerce platform in Semarang City. Using a descriptive quantitative approach, with a sample of 50 people, this research found that marketing content positively and significantly affects consumer purchasing decisions. In addition, the marketing content variable shows a strong correlation and high reliability in influencing purchasing decisions. This research shows the importance of appropriate marketing content strategies in influencing consumer interest and trust in the region.

References

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Published

2024-12-19

Issue

Vol. 19 No. 2 (2024): Aliansi : Jurnal Manajemen dan Bisnis

Section

Article

How to Cite

PENGARUH KONTEN MARKETING DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA SHOOPE DI KOTA SEMARANG. (2024). Aliansi : Jurnal Manajemen Dan Bisnis, 19(2), 70-78. https://doi.org/10.46975/tkdawx02

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