PENGARUH CONTENT MARKETING, BRAND ENGAGEMENT DAN ELECTRONIC WORD OF MOUTH (EWOM) TERHADAP KEPUTUSAN PEMBELIAN DI APLIKASI INSTAGRAM (STUDI PADA PENGGUNA DI KOTA MATARAM)

L. Multazam Ibrahim; Fatana Suastrini

doi:10.59003/nhj.v4i2.1155

Authors

L. Multazam Ibrahim Universitas Islam Negeri Mataram
Fatana Suastrini Universitas Islam Negeri Mataram

DOI:

https://doi.org/10.59003/nhj.v4i2.1155

Keywords:

Content Marketing, Brand Engagement, Electronic Word Of Mouth (e-WOM), Purchase Decision

Abstract

This study aims to determine whether content marketing, brand engagement, and electronic word of mouth (e-WOM) partially and simultaneously influence purchasing decisions on Instagram. This research uses a quantitative method with data collection through observation and questionnaires. The sample size is 100 respondents from Instagram users in Mataram City, using purposive sampling. Data were processed using SPSS 26 with analysis techniques including validity tests, reliability tests, classical assumption tests, t-tests (partial), f-tests (simultaneous), determination coefficient tests, and multiple linear regression analysis. The results indicate that content marketing partially influences purchasing decisions on Instagram, brand engagement does not partially influence purchasing decisions, and e-WOM partially influences purchasing decisions. Simultaneously, content marketing, brand engagement, and e-WOM together influence purchasing decisions on Instagram with a significance value smaller than the probability of 0.05 (0.000 > 0.05). The R Square value is 0.372, indicating that 37% of the independent variables explain the dependent variable, while the remaining 63% is influenced by other factors outside the research variables. This study provides insights into the roles of content marketing, brand engagement, and e-WOM in shaping purchasing decisions on Instagram.

Downloads

Download data is not yet available.

References

Amir, A., Juanidi, & Yulnardi. (2009). Metodologi Penelitian Ekonomi dan Penerapannya. Jambi: IPB Press.

Arfan, N., Jasri, Hasanuddin, & Hasan, H. A. (2022). Penerapan Digital Marketing dalam Upaya Peningkatan Pendapatan Usaha Mikro Kecil dan Menengah. Iltizam Journal of Shariah Economic Research, 6(2), 212–224.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM scale: Word-of-mouth measurement scale for e-services context. Canadian Journal of Administrative Sciences / Revue canadienne des sciences de l'administration, 27(1), 5–23.

Greatnusa.com. (2024). 13 Kelebihan Dan Kekurangan Digital Marketing Untuk Bisnis. Diakses 18 Januari 2024, pukul 08.51, dari https://greatnusa.com/artikel/kelebihan-dan- kekurangan-digital-marketing/

Hening Rahmadina. (2015). Perbedaan Perilaku Agresi Remaja Berdasarkan Gender yang Tinggal dengan Orang Tua Tunggal di Kota Sukabumi. Sukabumi: Universitas Pendidikan Indonesia.

Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of- mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet. Journal of Interactive Marketing, 18(1), 38–52.

Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59–68.

Kotler, P., & Keller, K. L. (2016). Marketing Management. Pearson.

Marwan, J. (2021). Transformasi Peran Strategi Pemasaran dalam Mewujudkan Minat Beli. Jurnal Ilmiah Manajemen, 7(2), 57–72.

Mundir. (2013). Metodologi Penelitian Kualitatif dan Kuantitatif. Jember: STAIN Jember Press.

Nuryadi, et al. (2017). Dasar-Dasar Statistik Penelitian. Yogyakarta: Gramasurya.

Pulizzi, J. (2014). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw-Hill Education.

Raihan. (2017). Metodologi Penelitian. Jakarta: Universitas Islam Terbuka.

Setiawan Budi. (2015). Teknik Hitung Manual Analisis Regresi Linear Berganda Dua Variabel Bebas. Bogor.

Sigit Hermawan, & Amirullah. (2016). Metode Penelitian Bisnis Pendekatan Kuantitatif & Kualitatif. Malang: Media Nusa Creative.

Siyoto, S. (2015). Dasar Metodologi Penelitian. Sleman: Literasi Media Publishing.

Siregar, S. (2017). Statistik Parametrik untuk Penelitian Kuantitatif. Jakarta: PT Bumi Aksara.

Sugiyono. (2010). Metode Penelitian Kuantitatif dan R&D. Bandung: Alfabeta.

Sugiyono. (2012). Memahami Penelitian Kuantitatif. Bandung: Alfabeta.

Sugiyono. (2016). Statistika Untuk Penelitian. Bandung: Alfabeta.

Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Bandung: Alfabeta.

Sumadi Suryabrata. (2010). Metodologi Penelitian. Jakarta: PT Raja Grafindo Persada.

Sutejo, B. S. (2006). Internet Marketing: Konsep dan Persoalan Baru Dunia Pemasaran. Jurnal Manajemen, 6(1), 41–57.

Umsida.ac.id. (2024). Content Marketing, Strategi Pemasaran di Era Digital. Diakses 18 Januari 2024, pukul 21.21, dari https://umsida.ac.id/strategi-content-marketing-instagram/

databoks.com. (2024). Ini Produk yang Banyak Dibeli Konsumen Indonesia Lewat Media Sosial. Diakses 6 Juni 2024, pukul 20.31 WITA, dari https://databoks.katadata.co.id/datapublish/2023/07/28/ini-produk-yang-banyak-dibeli- konsumen-indonesia-lewat-media-sosial

data.goodstats.id. (2024). Bukan TikTok, Ini Dia Media Sosial Terpopuler Untuk Belanja Online. Diakses 18 Januari 2024, pukul 17.30, dari https://data.goodstats.id/statistic/agneszefanyayonatan/bukan-tiktok-ini-dia-media-sosial- terpopuler-untuk-belanja-online-jGfjc

priyadi. (2014). SPSS+Amos. Jakarta: In Media.