Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal Journal of Management - Small and Medium Enterprises (SME's)
Sam’un Jaja Raharja
Department of Business Administration, Faculty of Social and Political Science, Padjajaran University
Economics, Econometrics & Finance

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THE INFLUENCE OF CONTENT MARKETING ON PURCHASE INTENTION Dewi Kamalia Wahyuni; Sam’un Jaja Raharja; Nenden Kostini
Journal of Management Small and Medium Enterprises (SMEs) Vol 19 No 1 (2026): JOURNAL OF MANAGEMENT Small and Medium Enterprises (SME's)
Publisher : Universitas Nusa Cendana

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35508/jom.v19i1.22452

Abstract

The purpose of this study is to analyze the influence of content marketing on purchase intention among Instagram followers of @MasaRemajaCollective. This study uses a quantitative descriptive-verification approach. The population of this study was 10,400 Instagram followers of @MasaRemajaCollective. The sample was taken using the Slovin formula with a margin of error of 10%, resulting in a minimum sample size of 100 respondents. The sampling technique used probability sampling with simple random sampling. Data analysis used simple linear regression, a normality test, a linearity test, and a hypothesis test. The results showed that content marketing implemented by @MasaRemajaCollective has a positive and significant influence on the purchase intention of the audience on Instagram. Keywords: Content Marketing; Purchase Intention; Instagram
Co-Authors Dewi Kamalia Wahyuni Nenden Kostini