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All Journal Habitat: Jurnal Ilmiah Ilmu Hewani dan Peternakan
Alvin Suganda
Universitas Brawijaya
Agriculture, Biological Sciences & Forestry

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Pengaruh Content Marketing dan Influencer Marketing terhadap Purchase Intention pada Produk Susu Cimory Alvin Suganda; Siti Azizah
Habitat: Jurnal ilmiah ilmu Hewani dan Peternakan Vol. 4 No. 2 (2026): Agustus : Habitat : Jurnal ilmiah ilmu Hewani dan Peternakan
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/habitat.v4i2.476

Abstract

This study investigates the impact of digital marketing strategies on consumer Purchase Intention toward Cimory dairy products. As social media becomes increasingly influential in shaping consumer behavior, understanding the effectiveness of Content Marketing and Influencer Marketing is crucial for businesses. This research employed a quantitative approach with an explanatory design, utilizing purposive sampling to collect data from 100 consumers who had viewed Cimory's marketing content on social media between June 23 and July 1, 2026. Data were gathered through questionnaires using a four-point Likert scale and analyzed using multiple linear regression, coefficient of determination, t-test, and F-test via IBM SPSS Statistics. The findings revealed that Content Marketing positively and significantly influenced Purchase Intention with a regression coefficient of 0.269, while Influencer Marketing also demonstrated a positive and significant effect with a coefficient of 0.141. Together, both variables explained 61.8% of the variance in Purchase Intention (Adjusted R² = 0.618). The results indicate that implementing educative, informative, entertaining, and trust-building content combined with credible influencers characterized by trustworthiness, expertise, attractiveness, respect, and similarity effectively enhances consumer Purchase Intention. These findings suggest that companies should optimize the integration of content and Influencer Marketing strategies to strengthen marketing communication effectiveness and drive consumer engagement in the competitive dairy product market.
Co-Authors Siti Azizah