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All Journal BISEI: Jurnal Bisnis dan Ekonomi Islam Econetica TRANSFORMASI : JURNAL PENGABDIAN PADA MASYARAKAT Prosiding University Research Colloquium Jurnal Pengabdian Masyarakat IRSYADUNA: Jurnal Kemahasiswaan Al-DYAS : Jurnal Inovasi dan Pengabdian kepada Masyarakat Jurnal Masyarakat Madani Indonesia Kartika: Jurnal Studi Keislaman Journal Markcount Finance Nusantara Community Empowerment Review An Nafah: Jurnal Pengabdian Masyarakat Ngaos: Jurnal Pendidikan dan Pembelajaran IERA, Islamic Education and Research Academy Jurnal Lentera Edukasi JUBIKOPS ILJ: Islamic Learning Journal
Lailiyah, Nurul
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Environmental Science Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Public Health Social Sciences Other

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Journal : Journal Markcount Finance

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Influence of Instagram Content Marketing and e-wom on Consumer Purchase Decisions Through Buying Interest (Study on Ayucitra Gallery Consumers By Monokrom Jombang) Lailiyah, Nurul; Handini, Yuslinda; Sisbintari, Ika; Xu, Shanshan; Xavier, Murphy; Elliot, McCarty
Journal Markcount Finance Vol. 2 No. 1 (2024)
Publisher : Yayasan Pendidikan Islam Daarut Thufulah

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.70177/jmf.v2i1.277

Abstract

Social media is a tool for searching and selecting information in the form of products and services. The use of social media in Indonesia continues to grow every year, therefore it is widely used by marketers as an opportunity to introduce and offer products. One of them is by creating content marketing and e-WOM. Content marketing and e-WOM are strategies that are considered quite effective in marketing and introducing products to consumers. The purpose of this study was to determine the impact of Instagram content marketing and e-WOM on consumer purchasing decisions through the purchase interest variable. The population in the study were consumers of the Ayucitra gallery by monochrome jombang, with a sampling technique using purposive sampling of 120 respondents. Data analysis using path analysis with SEM (Structural Equation Modeling) using smartPLS.3.0 software. The findings concluded that content marketing (X1) has a positive and significant effect on consumer buying interest (Z), e-WOM (X2) has a positive and significant effect on consumer buying interest (Z), buying interest has a positive and significant effect on consumer purchasing decisions (Y), content marketing (X1) has a positive and significant effect on consumer purchasing decisions (Y), e-WOM (X2) has a positive and significant effect on consumer purchasing decisions (Y). content marketing (X1) has a positive and significant effect on consumer purchasing decisions mediated by consumer buying interest (Z) at Ayucitra by Monochrome gallery, e-WOM (X1) has a positive and significant effect on consumer purchasing decisions mediated by consumer buying interest (Z) at Ayucitra by Monochrome gallery  
Co-Authors Adinata, Alfath Fabian Ali Hasan, Muhammad Ali Mustofa An Nahdliyah, Khumairoh Apriliyah, Dwi Estiana Awaliyah, Rara Filda Ayuby, Muchyiddin Azzhakiya Al Azizah, Mar'atul Billah, Moch Mu’tashim Dewi, Ninda Ayu Rosyidah Elliot, McCarty Farin, Ade Fauzi, Muhamad Umar Fitrianto, Rizal Idul Handini, Yuslinda Dwi Hanum, Atika Muhfida Hasanah, Ulfatul Ika Sisbintari Indana, Nurul Isyti'aroh, I Kamila, Edita Rahma Kholik , Moh Khulailiyah, Ahsanatul Listrianti, Feriska MA , Primaningrum Mufida, Tulayatul Mukhlisin Mukhlisin Musli’ah, Musli’ah Naelasari, Desy Nizar, Mohamad Athif Nonny Rulisty Putri Sutikno Parahita, Alifia Sabina Paramita, Agustin Septia Permani, Ima Ambarwati Puspitasari, Yesi Putri, Bella May Ranti Qomariah, Elysa Nurul Qurrotul Aini Rahmahdiyyah, Tsabitah Ramdani, Alfian Fathurrahman Ririn Susilawati Rosyidi, Muh. Hasyim Rozaq, Abd Rubi Awalia, Rubi Saputri, Aininda Surya Sholichah, Afifatus Sintasari, Beny Siti Aisah Solikhin Solikhin Suspahariati Suspahariati , Suspahariati Suyati , Tri Taqiyah, Albarratut Virginia Eka Putri Kinanti Wahyu Eko Pujianto Windha Widyastuti Xavier, Murphy Xu, Shanshan Zuliani, Siti Zunita, Yolanda Irma