PENGARUH KONTEN MARKETING DI MEDIA SOSIAL INSTAGRAM TERHADAP KEPUTUSAN PEMBELIAN PRODUK SKINTIFIC DI SHOPEE

Fitria Riati Ningsih

Abstract


Instagram is the fastest growing social media used by society globally. Instagram is also a means for users to find inspiration through the variety of content on Instagram. However, there are still several problems with the incompatibility of goods in marketing content on Instagram social media with the products received by consumers. This research aims to determine the influence of marketing content on Instagram social media on purchasing decisions for Skintific products on Shopee among STIE Scholar Bojonegoro students. The variables in this research consist of marketing content (X1) and purchasing decisions (Y). This research uses a quantitative approach. The population of this study was 52 students from STIE Scholar Bojonegoro, class A Management and Accounting study program. From the results of this analysis, it was found that there was an influence of marketing content on purchasing decisions, when the marketing content variable increased by one unit, the value of the purchasing decision would increase by 77 .2% . From this research, it can be suggested to future researchers to develop this research by adding other variables, so that they can improve the research results that the author has researched regarding marketing content on purchasing decisions.Abstract written in English contain introduction, methods, results and discussion, and suggestions.

Keywords: Content Marketing, Purchase Decisions, Shopee


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References


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