Pengaruh Content Marketing dan Influencer Marketing Terhadap Purchase Decision pada E-Commerce Shopee di Kabupaten Pasuruan

Nur ‘Aini Salsabila

doi:10.55757/cashless.v3i2.1164

Authors

Nur ‘Aini Salsabila Universitas Wijaya Putra Surabaya

DOI:

https://doi.org/10.55757/cashless.v3i2.1164

Keywords:

Content Marketing, E-commerce, Influencer Marketing, Purchase Decision, Shopee

Abstract

This study aims to analyze the influence of Content Marketing and Influencer Marketing on Purchase Decisions among Shopee e-commerce users in Pasuruan Regency. This study employs an quantitative associative approach, with data collected through questionnaires distributed to 100 active Shopee users in Pasuruan Regency, selected using purposive sampling. The data analysis technique used was multiple linear regression assisted by SPSS version 30. The results show that Content Marketing has a significant partial effect on Purchase Decisions, as does Influencer Marketing. Simultaneously, both variables have a significant influence on Purchase Decisions. These findings indicate that the use of relevant marketing content and collaboration with credible influencers can enhance consumer purchasing decisions.

References

Afif, Z., Azhari, D. S., Kustati, M., & Sepriyanti, N. (2023). Penelitian Ilmiah ( Kuantitatif ) Beserta Paradigma , Pendekatan , Asumsi Dasar, Karakteristik, Metode Analisis Data Dan Outputnya. INNOVATIVE: Journal Of Social Science Research, 3(3), 682–693. Https://J-Innovative.Org/Index.Php/Innovative%0apenelitian

Alfifto, Siringoringo, A., & Hasman, H. C. P. (2022). Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Konsumen Pada Geprek Bensu Mongonsidi Medan. Jurnal Ekonomi Bisnis, Manajemen Dan Akuntansi (Jebma), 2(1), 278–284. Http://Eprints.Unisbank.Ac.Id/Id/Eprint/224/

Amin, N. F., Garancang, S., & Abunawas, K. (2023). Buku Ajar Statistika Dasar. JURNAL PILAR, 14(1), 15–31. Https://Doi.Org/10.21070/2017/978-979-3401-73-7

Arista, K. C., & Fikriyah, K. (2022). Pengaruh Label Halal, Harga Dan Song Joong Ki Sebagai Brand Ambassador Terhadap Keputusan Pembelian Produk Scarlett Whitening Di Kabupaten Sidoarjo. Jurnal Ekonomi Syariah Teori Dan Terapan, 9(4), 453–466. Https://Doi.Org/10.20473/Vol9iss20224pp453-466

Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing Dan Electronic Of Mouth Pada Platform Tiktok Terhadap Keputusan Pembelian Di Shopee. Kompeten: Jurnal Ilmiah Ekonomi Dan Bisnis, 1(4), 178–190. Https://Doi.Org/10.57141/Kompeten.V1i4.23

Edlyna, A. M. A., Yeoh, A. C., Tan, A., Yauri, G. V., Manan, K. I., Muljadi, N. A., & Ningsih, R. Y. (2024). Faktor-Faktor Yang Memengaruhi Minat Beli Konsumen Berdasarkan Influencer Tasya Farasya. 2(3), 195–203.

Febriana, A. M., Muhajirin, & Pernama, I. (2024). Dinamika Kreatif Manajemen Strategis Pengaruh Content Marketing Terhadap Minat Beli Dinamika Kreatif Manajemen Strategis. Dinamika Kreatif Manajemen Strategis, 06(3), 18–32.

Mahardini, S., Singal, V. G., & Hidayat, M. (2023). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187. Https://Doi.Org/10.37817/Ikraith-Ekonomika.V6i1.2480

Nur’ayani, E., Nizar, A., & Derajat, S. P. (2025). Jurnal Krakatau Indonesian Of Multidisciplinary Journals. 37–43. Http://Jurnal.Desantapublisher.Com/Index.Php/Krakatau/Index

Utari, W., & Permadi, G. (2024). The Influence Of Brand Image, Atmosphere Store And Price Perception On Customer Satisfaction Of Starbucks Grand Pakuwon - Food Junction Through Purchasing Decisions. Jurnal Riset Manajemen Sekolah Tinggi Ilmu Ekonomi Widya Wiwaha Program Magister Manajemen, 11(2), 126–140. Https://Doi.Org/10.32477/Jrm.V11i2.942

Wahyuni, N., Rindrayani, S. R., Magister, P. S., Ilmu, P., Sosial, P., & Belakang, L. (2025). Issn : 3025-9495. 14(9).

Wilis, R. A., & Faik, A. (2022). The Effect Of Digital Marketing , Influencer Marketing And Online Customer Review On Purchase Decision : A Case Study Of Cake Shop " Lu ’ Miere ". 5(2), 155–162. Https://Doi.Org/10.9744/Ijbs.5.2.155