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p-Index From 2021 - 2026
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All Journal Business Management
Rupi Rahmiati
Sekolah Tinggi Ilmu Ekonomi Yapis
Decision Sciences, Operations Research & Management

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The Influence of Content Marketing and Influencer Marketing on Consumer Purchase Interest in Mobile Iced Coffee Businesses in Dompu Regency. Rupi Rahmiati; M Ikhwan Mansyuri; Sumarni Sumarni
Business Management Vol. 5 No. 2 (2026): Business Management Mei
Publisher : Lembaga Penelitian dan Pendidikan (LPP) Mandala

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.58258/yhkc5902

Abstract

This study aims to analyze the effect of Content Marketing and Influencer Marketing on Consumer Purchase Intention in mobile iced coffee businesses in Dompu Regency. This study used a quantitative method with a sample of 86 respondents who followed the Instagram account @kopling.dompu. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS 23. The results showed that Content Marketing and Influencer Marketing had a positive and significant effect on Consumer Purchase Intention, both partially and simultaneously. The coefficient of determination (R²) value of 0.463 indicates that both independent variables were able to explain 46.3% of the effect on Consumer Purchase Intention, while the rest was influenced by other variables outside this study
Co-Authors M Ikhwan Mansyuri Sumarni Sumarni