Invarian, Hana (2024) PENGARUH CONTENT MARKETING DAN TRUST TERHADAP PURCHASE INTENTION DENGAN INFLUENCER SEBAGAI VARIABEL MODERASI (Studi Pada Produk UMKM Sektor Kuliner Bittersweet by Najla). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to explore the influence of content marketing and trust on purchase intention with influencers as moderating variables in Bittersweet by Najla MSMEs. This research is based on digital marketing activities carried out by MSME Bittersweet by Najla on its official Tiktok media account. Data collection in this research used questionnaires and literature study. The population of this study were Tiktok users in Serang City aged 17 - 43 years and a sample of 119 samples with a sampling method using purposive sampling and accidental sampling. Structural Equation Modeling (SEM) is used as an analysis method in this research with the Smartpls 4 analysis tool. The results of this research are that content marketing has no significant effect on purchase intention, trust has a positive and significant effect on purchase intention, and influencers can moderate the influence of content marketing and marketing. trust in purchase intention. In this research, influencers have the ability to strengthen the influence of content marketing on purchase intention and weaken the influence of trust on purchase intention. Keywords: content marketing; trust; purchase intention; influencer;MSMEs
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini memiliki tujuan untuk menelusuri pengaruh content marketing dan trust terhadap purchase intention dengan influencer sebagai variabel moderasi pada UMKM Bittersweet by Najla. Penelitian ini didasarkan atas aktivitas pemasaran digital yang dilakukan oleh UMKM Bittersweet by Najla pada akun media tiktok Tiktok resminya. Pengambilan data pada penelitian ini menggunakan kuisioner dan studi kepustakaan. Populasi penelitian ini adalah pengguna Tiktok di Kota Serang yang berumur 17 – 43 tahun dan sampel sebanyak 119 sampel dengan metode sampling menggunakan purposive sampling serta penarikan sampel accidental sampling. Structural Equation Modeling (SEM) digunakan sebagai metode analisis pada penelitian ini dengan alat analisis Smartpls 4. Hasil dari penelitian ini yaitu content marketing tidak berpengaruh signifikan terhadap purchase intention, trust berpengaruh positif dan signifikan terhadap purchase intention, dan influencer dapat memoderasi pengaruh content matketing dan trust terhadap purchase intention. Pada penelitian ini, influencer memiliki kemampuan untuk memperkuat pengaruh content marketing terhadap purchase intention serta memperlemah pengaruh trust terhadap purchase intention. Keywords : content marketing; trust; purchase intention; influencer; UMKM | |||||||||
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HN Social history and conditions. Social problems. Social reform |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | Ms Hana Invarian | |||||||||
| Date Deposited: | 22 Jul 2024 16:18 | |||||||||
| Last Modified: | 22 Jul 2024 16:18 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/38710 |
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