THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS FOR KENANGAN COFFEE IN MEDAN CITY WITH CONTENT CREATION AS AN INTERVENING VARIABLE
Published:
2026-05-05Downloads
Abstract
This study aims to analyze the effect of content marketing and influencer marketing on purchasing decisions of Kopi Kenangan in Medan City, with content creation as an intervening variable. This research uses a quantitative approach with a sample size of 75 respondents who are consumers of Kopi Kenangan. The data analysis technique employs SmartPLS version 4 through outer model and inner model testing. The results show that content marketing has a positive and significant effect on purchasing decisions, while influencer marketing has a negative and significant effect on purchasing decisions. Content marketing and influencer marketing have a positive and significant effect on content creation. Content creation also has a positive and significant effect on purchasing decisions. In addition, content creation is proven to significantly mediate the effect of content marketing and influencer marketing on purchasing decisions. The findings of this study emphasize that content quality plays an important role in increasing consumer purchase intention, while the selection of influencers must be more selective to align with the brand persona.
Keywords:
Content Marketing Influencer Marketing Content Creation Purchasing Decision SmartPLSReferences
Abdullah, et al. (2024.). Metode penelitian kuantitatif.
Alfiannor. (2024). Influencer marketing dan pengaruhnya terhadap perilaku konsumen. Jurnal Manajemen dan Bisnis Digital, 6(1), 45–53.
Amalia, R., & Waluyo, S. (2024). Content marketing dan influencer marketing sebagai strategi pemasaran digital. Jurnal Pemasaran Modern, 12(2), 101–110.
Chow, M., Damanik, E. O. P., Purba, P. Y., & Willy. (2024). Buying interest analysis of Gen Z on Kopi Kenangan in Medan City. Journal of Management, Universitas Prima Indonesia.
Nasution, M. H., & Efendi, E. (2025). Strategi Kopi Kenangan dalam meningkatkan brand image melalui influencer Angga Yunanda. Journal of Science and Social Research, 8(2), 1570–1575.
Nainggolan, E., Anggoro, M., & Januarty, W. (2025). Analysis of the application of green marketing, perceived value and brand image on purchasing decisions Kopi Kenangan products. Journal of Science and Social Research, 8(2), 1359–1365.
Ratna, D., & Nana, S. (2024). Keputusan pembelian dalam perspektif perilaku konsumen. Jurnal Ilmu Ekonomi dan Sosial, 9(3), 215–224.
Sahbiah, S., Fanggidae, A. H. J., Dhae, Y. K. I. I. D., & Foenay, C. C. (2024). Pengaruh influencer dan content marketing terhadap keputusan pembelian produk pada Café Kopi Kembo. Glory: Jurnal Ekonomi & Ilmu Sosial, 4(2), 727–731.
Sugiyono. (2020). Metode penelitian kuantitatif, kualitatif, dan R&D. Bandung: Alfabeta.
License
Copyright (c) 2026 Charles Landy, Demak Claudia Yosephine Simanjuntak, Jefferson Kangra, Sugiharto, Hengki Mangiring Parulian Simarmata
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
