PENGARUH MEDIA SOSIAL MARKETING DAN KONTEN MARKETING TERHADAN MINAT BELI

Muhammad Adib Zakaria, Hari Purwanto, Apriyanti Apriyanti

Abstract


This research is entitled The Influence of Social Media Marketing and Content Marketing on Buying Interest (Empirical Study on Prabu Motor Ponorogo). The objectives of this study are: a) to provide empirical evidence on the influence of Social Media Marketing on Buying Interest in Prabu Motor Ponorogo, b) to provide empirical evidence about Content Marketing on Buying Interest in Prabu Motor Ponorogo, c) to provide empirical evidence about the influence of Social Media Marketing and Content Marketing on Buying Interest in Prabu Motor Ponorogo. This type of research is Quantitative Research. The research sample was 130 respondents. The sampling technique is non-probability sampling with purposive categories. Data collection using questionnaires with questionnaire distribution at Prabu Motor Ponorogo. The data analysis technique used is multiple linear regression analysis using the help of the SPSS 25 program. The results of this study are: a) There is a positive and significant influence between social media marketing on buying interest in Prabu Motor Ponorogo, b) There is a positive and significant influence between content marketing on buying interest in Prabu Motor Ponorogo, c) There is a positive and significant influence simultaneously between social media marketing and content marketing on buying interest in Prabu Motor Ponorogo.

 Keywords: Social Media Marketing, Content Marketing and Buying Interest


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