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All Journal Jurnal Entrepreneur dan Manajemen Sains
Bima Setyawan
Universitas Muhammadiyah Bengkulu
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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PENGARUH KONTEN MARKETING DAN ENDORSEMENT TERHADAP MINAT BELI KONSUMEN PADA PRODUK PANCONG LUMER ALBIM KOTA BENGKULU Bima Setyawan; Islamuddin Islamuddin
Jurnal Entrepreneur dan Manajemen Sains (JEMS) Vol. 7 No. 1 (2026): Januari
Publisher : UM. Bengkulu

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36085/jems.v7i1.9757

Abstract

This study aims to determine which factors are most dominant in influencing consumer buying interest, the study was conducted from February to April 2025. The sample of this study was Pancong Lumer Albim Products in Bengkulu City. This study uses a quantitative method on 65 respondents. The sampling technique is probability sampling, the method used in this study is a quantitative method with Multiple Linear Regression analysis using SPSS 24 for windows. Based on the results of multiple linear regression, the regression equation form is Y = 3.731 + 1.757 (X_1) + 1.423 (X2) and the coefficient of determination R Square (R2) is obtained at 0.732 or 73.2%. The results of the study and the hypothesis in this study indicate that the variables of marketing content and endorsement have a positive effect, both partially and simultaneously, on consumer purchasing interest in Pancong Lumer Albim Products in Bengkulu City. Keywords: Marketing content, endorsement and purchasing interest.
Co-Authors Islamuddin Islamuddin