Content Marketing Strategies to Maximize Product Sales SMEs in North Sumatra

Analysis of Consumer Behaviour in Making Decisions after the Covid-19 pandemic: Perspectives on the Theory of Stimulus Organism Response (SOR)

“…There are six hypotheses submitted for research, five hypothesis tests directly, while one hypothesis test indirectly. The calculation of the hypothesis test can be seen in table 4.…”

“…Internet users, especially in Java Island, are increasing very rapidly, especially in Surabaya, this is influenced by the continuous development of infrastructure without stopping (1) with these developments, it will certainly have a big impact on consumer behaviour, especially with the new normal after the Covid-19 pandemic. Generation z is the generation affected by these changes, from a survey it is known that generation z in Hungary 99.34% use the internet every day and 30.4% like to shop through internet media and are very happy with online promotional media (2) With these changes in consumer behaviour, the company must follow these developments in order to survive and win the market, one of the strategies that can be used ICESRE to win the market is to optimize the digital content marketing strategy, the strategy is a collection of electronic marketing variables that can be created by the company in order to achieve marketing goals in order to achieve sales and profitability (3,4) in addition to digital content marketing strategies, advertising creativity is an appropriate choice for companies to use considering that advertising credibility includes original, innovative, new and distinctive aspects with these characters can build positive cognitive and emotional perceptions in consumers so as to create purchase intentions or decisions (5) The theoretical framework of SOR is used by adding the variable of customer engagement as a form of Organism in the customer to explain more specifically the relationship between digital content marketing and advertising creativity to repurchase decisions.…”