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All Journal Jurnal Pendidikan Tata Niaga (JPTN)
M AZIS PUTDIN WARDANA
Universitas Negeri Surabaya
Economics, Econometrics & Finance Education Social Sciences

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PENGARUH CONTENT MARKETING, INFLUENCER MARKETING, DAN CONSUMER ENGAGEMENT TERHADAP KEPUTUSAN PEMBELIAN PADA KULINER VIRAL BATAGOR SITOFFAN DI KABUPATEN NGANJUK M AZIS PUTDIN WARDANA; Putri Hestiningrum
Jurnal Pendidikan Tata Niaga (JPTN) Vol. 14 No. 2 (2026)
Publisher : Program Studi Pendidikan Bisnis Fakultas Ekonomika dan Bisnis Universitas Negeri Surabaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.26740/jptn.v14n2.p116-131

Abstract

The development of social media encourages culinary businesses to utilize digital marketing strategies to influence consumer purchasing decisions. This study aims to examine the effect of Content Marketing, Influencer Marketing, and Consumer Engagement on Purchasing Decisions at Batagor Sitoffan in Nganjuk Regency. This research used a quantitative approach with a survey method involving 180 respondents selected through purposive sampling technique. Data were analyzed using multiple linear regression with the assistance of SPSS. The results showed that Content Marketing, Influencer Marketing, and Consumer Engagement partially and simultaneously had a positive and significant effect on Purchasing Decisions. Digital marketing strategies through informative content, credible Influencer recommendations, and Consumer Engagement through social media are factors that influence purchasing decisions among Batagor Sitoffan consumers
Co-Authors Putri Hestiningrum