The Impact of Content Marketing, Influencers, and E-Promotion on Purchase Intention

Pidada, Ida Ayu Iswari; Suyasa, Putu Gede Genta Taruna

doi:10.20473/jeba.v31i22021.117-123

Cited by 5 publications

(4 citation statements)

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“…This can also improve the brand image of the company's goods or services so as to create buyer interest to be able to produce loyal customers. Several studies had shown that various types of promotions, such as sales promotions and promotions via the internet and online sites, can increase the desire to buy from consumers (Bhatti Scholar, 2018;Chen et al, 2020;Pidada & Suyasa, 2021). Promotion includes personal selling, advertising, sales promotion, direct marketing, publicity, and may also include event, exhibition and trade show marketing.…”

Section: Promotionmentioning

confidence: 99%

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Lamasi¹,

Santoso

2022

IJRBS

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Along with the increasing demand for qualified skincare products these days, there are many companies in Indonesia that produce facial beauty products that emphasize a good image in the minds of the consumers and intensive promotion. This study was conducted to determine whether the promotion, product quality, and brand image affect the purchase decisions. The research was conducted using a survey method using a questionnaire to a sample of 200 respondents who used Wardah Cosmetics beauty products. The sample was obtained by doing a purposive random sampling technique. The data analysis technique used in this research was using Structural Equation Modeling (SEM) using the AMOS program. The results of this study indicated that the promotion and the product quality had a significant effect on the brand image and brand image has a significant effect on purchasing decisions.

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Section: Promotionmentioning

confidence: 99%

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Lamasi¹,

Santoso

2022

IJRBS

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“…Itu artinya pengelola harus menyediakan konten dengan format beragam sehingga pesan dapat dikonsumsi secara visual, tekstual secara interaktif (Pandrianto dan Sukendro, 2018). Content marketing ternyata memiliki pengaruh yang signifikan terhadap niat membeli suatu produk/jasa sehingga berdapkan pada peningkatan penjualan (Pidadaa, I. A. I., & Suyasab, 2021).…”

Section: Pendahuluanunclassified

Pendampingan Desa Wisata Bukit Roso Wulan Gunungkidul dalam Implementasi Pemasaran Online Berbasis Website Guna Meningkatkan Kunjungan Wisatawan

Zabidi¹,

Astuti²,

Utomo³

2023

Joong-Ki

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This community service activity aims to assist the management of the Bukit Roso Wulan tourist village in implementing website-based online marketing to increase tourist visits. This activity was carried out because the tourism manager did not know how to promote it online. The target to be achieved is that the management of the Evidence Roso Wulan tourism village is able to create website-based online marketing content and understand the implementation of website-based online marketing. The results or outcomes of this community service activity are in the form of the Bukit Roso Wulan website as an online marketing and promotional medium. The achievement of this activity was that the Bukit Roso Wulan tourism manager could create website-based online marketing content and understand the implementation of marketing, especially website-based online promotions. Keywords: tourist village, marketing online, website, content marketing

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“…Promotion is a marketing mix that tries to communicate about a certain product or service to people in the hope that people will have the desire to buy the product or service. Various types of promotions, such as sales promotions and promotions through the internet and online sites, can increase the desire to buy from consumers [5], [7], [37].…”

Section: Introductionmentioning

confidence: 99%

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

Rachmawati¹,

Tubastuvi²,

Pramono³

et al. 2022

Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwoker

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The existence of a pandemic that has hit the world has changed many rules of human life, including those related to business. Businesses that bring together sellers and buyers directly (offline) are turning into online sales and purchases. This condition is known as the digital era. In this digital era, social media increasingly has an important role as a business tool. The change from offline to online has an impact on consumers in making purchases of a product. Online shopping is increasing. Problems that arise as a basis for consideration for making online purchases include promotional factors, brand image, and brand awareness so that the plan of the purpose of this study is to analyze the influence of promotion, brand image, and brand awareness on online purchasing decisions. Respondents in this study were consumers who had shopped for fashion products using an online platform with a minimum age of 17 years. The plan is to collect data using questionnaires that are distributed online to consumers who live around the Muhammadiyah University of Purwokerto. The data will be analyzed using multiple linear regression using SPSS. The expected results are both simultaneously and partially, promotion, brand image, and brand awareness have a positive effect on online purchasing decisions.

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The Impact of Content Marketing, Influencers, and E-Promotion on Purchase Intention

Cited by 5 publications

References 0 publications

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

The influence of promotion, product quality and brand image towards customer purchase decisions of Wardah cosmetic products

Pendampingan Desa Wisata Bukit Roso Wulan Gunungkidul dalam Implementasi Pemasaran Online Berbasis Website Guna Meningkatkan Kunjungan Wisatawan

Research Design To Analyze Factors Influencing Purchase Decisions (Online Business Platform Users)

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