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All Journal YUME : Journal of Management Majalah Ilmiah Warta Dharmawangsa Akrab Juara : Jurnal Ilmu-ilmu Sosial International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Indonesia Sosial Teknologi Ardhi: Jurnal Pengabdian dalam Negri Svarga Pena: Jurnal Pengabdian Kepada Masyarakat Karawo : Journal of Community Service (KJCS) International Journal of Economics and Management Research
Demak Claudia Yosephine Simanjuntak
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Agriculture, Biological Sciences & Forestry Humanities Biochemistry, Genetics & Molecular Biology Chemistry Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Environmental Science Health Professions Law, Crime, Criminology & Criminal Justice Medicine & Pharmacology Social Sciences Other

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THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS FOR KENANGAN COFFEE IN MEDAN CITY WITH CONTENT CREATION AS AN INTERVENING VARIABLE Charles Landy; Demak Claudia Yosephine Simanjuntak; Jefferson Kangra; Sugiharto; Hengki Mangiring Parulian Simarmata
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the effect of content marketing and influencer marketing on purchasing decisions of Kopi Kenangan in Medan City, with content creation as an intervening variable. This research uses a quantitative approach with a sample size of 75 respondents who are consumers of Kopi Kenangan. The data analysis technique employs SmartPLS version 4 through outer model and inner model testing. The results show that content marketing has a positive and significant effect on purchasing decisions, while influencer marketing has a negative and significant effect on purchasing decisions. Content marketing and influencer marketing have a positive and significant effect on content creation. Content creation also has a positive and significant effect on purchasing decisions. In addition, content creation is proven to significantly mediate the effect of content marketing and influencer marketing on purchasing decisions. The findings of this study emphasize that content quality plays an important role in increasing consumer purchase intention, while the selection of influencers must be more selective to align with the brand persona.
Co-Authors Abdon Saut Pardamean Siahaan Andre Syahputra Tarigan Arfi Hafiz Mudrika Arwin Tannuary Charles Landy Desma Rianti Siregar Diana Valencia Doris Yolanda Saragih Elfina Okto Posmaida Damanik Erick Erick Erwin Sirait Faldy . Fendy Fendy Hafiz Mudrika , Arfi Hengki Mangiring Parulian Simarmata Henry Dunan Pardede Heru Sugara Jackson Tanama Jefferson Kangra Jefri . Jesika Lusiana Siregar Jusra Tampubolon Poltak Pardamean Simarmara Purnama Yanti Purba Rudi Halim Sabar Duma Sihombing Sabar Dumayanti Sihombing Sep tianto Setia Plansa Situmorang Silvie Kristanti Stanley Lawrence Sugiharto Syahputra Tarigan, Andre Tesalonika Purba Victor Victor Zinni Zinni