INFLUENCERS AND CONTENT MARKETING AS THE MAIN DRIVERS OF PURCHASE DECISIONS AT BAKSO O'BOSS, BENGKULU CITY
DOI:
https://doi.org/10.70574/drg78549Keywords:
Influencers, Content Marketing, Purchase Decisions.Abstract
This study aims to identify influencers and content marketing as drivers of consumer purchasing decisions at Bakso O'Boss in Bengkulu City. The study uses a quantitative approach with multiple linear regression methods to analyze data obtained from consumers. The results of the analysis show that partially the influencer variable has a positive and significant influence on purchasing decisions, as evidenced by the value> ttable (2,730>1.73406)and Sig level<alpha0.05 = (0.001 < 0.05). The content marketing variable also has a positive and significant influence on purchasing decisions with a value of> ttable (4.453>1.73406) and Sig<alpha0.05 = (0.012 < 0.05).Simultaneously, influencers and content marketing have a significant effect on purchasing decisions, with a calculated F value (16.304) > F table (3.55) and significance (0.000 < 0.05). This study concludes that collaboration between influencers and effective content marketing strategies can increase product appeal and drive consumer purchasing decisions.
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