内容营销、网红和电子促销对购买意愿的影响

Jurnal Ekonomi dan Bisnis Airlangga Pub Date : 2021-11-20 DOI:10.20473/jeba.v31i22021.117-123

Ida Ayu Iswari Pidada, Putu Gede Genta Taruna Suyasa

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引用次数: 4

摘要

前言:本研究旨在分析内容营销、网红和电子促销对购买意愿的影响。方法:本研究以Biang Denpasar Gallery的Instagram社交媒体为研究对象，该画廊共有1040名顾客，样本为91名顾客。结果:研究结果显示，内容营销、网红和电子促销对购买意愿有显著的正向影响。通过网络媒体进行网络推广或在线推广。结论和建议:使用的宣传媒体类型会影响网上商店的购买行为。电子促销的价值最高且显著。通过关注可搜索性指标，可以提高电子推广的效率。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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THE IMPACT OF CONTENT MARKETING, INFLUENCERS, AND E-PROMOTION ON PURCHASE INTENTION

Introduction: This study aims to analyze the impact of content marketing, influencers, and e-promotion on purchase intention.Methods: This research is conducted on the Instagram Social Media of Biang Denpasar Gallery with population of 1,040 customers and sample of 91 customers.Results: The results of the study show that content marketing, influencers, and electronic promotions have positive and significant impact on purchase intention. E-Promotion or online promotion as an activity through internet media.Conclusion and suggestion: The type of promotional media used will affect purchases at an online shop. E-Promotion has the highest and significant value. E-promotion can be improved by paying attention to the searchability indicator.

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Jurnal Ekonomi dan Bisnis Airlangga

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