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All Journal JMM UNRAM (Jurnal Magister Manajemen Universitas Mataram)
Lalu Edi Herman Mulyono
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Pengaruh Content Marketing, Online Customer Rivew, dan Promosi Terhadap Minat Beli di Homies Cafe Alfian Thoriq Taufiqi; Lalu Edi Herman Mulyono
JMM UNRAM - MASTER OF MANAGEMENT JOURNAL Vol. 14 No. 1 (2026): JMM March 2026
Publisher : Faculty of Economics and Business University of Mataram

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29303/jmm.v14i1.847

Abstract

This study aims to analyze the influence of content marketing, online customer reviews, and promotion on consumer purchase intention at Homies Cafe. The research method used is quantitative associative. The research sample consisted of 75 respondents who are consumers of Homies Cafe, selected using a purposive sampling technique. Data was collected through online questionnaires (Google Form). Data analysis techniques included multiple linear regression, validity and reliability tests, and classical assumption tests. The research findings indicate that promotion has a positive and significant influence on purchase intention. However, content marketing and online customer reviews partially do not significantly influence purchase intention. Simultaneously, the three independent variables (content marketing, online customer reviews, and promotion) significantly influence purchase intention with a contribution of 88.4% (Adjusted R Square = 0.884). The main conclusion is that promotion is the most dominant factor influencing purchase intention at Homies Cafe. Meanwhile, content marketing and online customer reviews, although not individually significant, still contribute to the overall model when considered together with promotion.
Co-Authors Alfian Thoriq Taufiqi