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All Journal JIMEK Jurnal Ekonomi, Manajemen, Bisnis dan Akuntansi Review
Ardhiansyah
Universitas Cipasung
Economics, Econometrics & Finance Other

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Pengaruh Content Marketing, Interactivity, dan Electronic Word of Mouth (E-WOM) terhadap Keputusan Pembelian Konsumen pada Digital Marketing Instagram UMKM Lolita di Padakembang, Tasikmalaya Eva Fauziah; Alfin Nur Arifah; Rina Madyasari; Ardhiansyah
Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan Vol. 6 No. 2 (2026): Juli : Jurnal Ilmu Manajemen, Ekonomi dan Kewirausahaan (JIMEK)
Publisher : Lembaga Pengembangan Kinerja Dosen

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/jimek.v6i2.11575

Abstract

The rapid growth of social media has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize Instagram as a digital marketing platform to enhance consumer purchasing decisions. This study aims to analyze the effects of Content Marketing, Interactivity, and Electronic Word of Mouth (e-WOM) on consumer purchasing decisions at UMKM Lolita in Padakembang, Tasikmalaya. This research employed a quantitative approach with a cross-sectional design involving 86 respondents selected through purposive sampling. Data were collected using a valid and reliable questionnaire and analyzed using multiple linear regression with SPSS 27. The results indicate that Content Marketing (β = 0.162; p = 0.047), Interactivity (β = 0.435; p = 0.000), and e-WOM (β = 0.374; p = 0.000) have positive and significant effects on consumer purchasing decisions. Among the independent variables, Interactivityhas the strongest influence on purchasing decisions. The research model explains 84.9% of the variance in purchasing decisions (Adjusted R² = 0.849). These findings suggest that improving digital interaction quality, managing customer reviews effectively, and delivering relevant content can serve as effective strategies for MSMEs to enhance consumer purchasing decisions through Instagram.
Co-Authors Alfin Nur arifah Alfin Nurarifah Eva Fauziah ida nupus Rina Madyasari