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All Journal International Journal of Community Service International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Nusantara Berbakti AMMA : Jurnal Pengabdian Masyarakat Jurnal Pengabdian Masyarakat Indonesia Sejahtera Maeswara: Jurnal Riset Ilmu Manajemen dan Kewirausahaan Jurnal Pengabdian Masyarakat Nian Tana Ardhi: Jurnal Pengabdian dalam Negri Harmoni Sosial : Jurnal Pengabdian Dan Solidaritas Masyarakat Ekspresi: Publikasi Kegiatan Pengabdian Indonesia Nusantara Mengabdi kepada Negeri Jurnal Pelayanan Masyarakat Kesejahteraan Bersama : Jurnal Pengabdian dan Keberlanjutan Masyarakat Panggung Kebaikan : Jurnal Pengabdian Sosial Svarga Pena: Jurnal Pengabdian Kepada Masyarakat International Journal Business, Management and Innovation Review Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health Proceeding International Conference Of Innovation Science, Technology, Education, Children And Health Karawo : Journal of Community Service (KJCS) International Journal of Economics and Management Research Jurnal Bersama Pengabdian Kepada Masyarakat
Hengki Mangiring Parulian Simarmata
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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 Andi Setiadi Manalu Andriano Simarmata Andy Wijaya Arifin Tua Purba Arwin Tannuary Baginta Manihuruk Binsar Daniel Panjaitan Calen Calen Charles Landy DAULAT NATHANAEL BANJARNAHOR Demak Claudia Yosephine Simanjuntak Doris Yolanda Saragih Doris Yolanda Saragih Edo Maranata Tambunan Elfina Okto Posmaida Damanik Erbin Chandra Erikson Damanik Erwin Sirait Erwin Sirait, Erwin Firinta Togatorop Henry Dunan Pardede Henry Dunan Pardede Herman Fasiona Hutabarat Heru Sugara Jefferson Kangra Jusra Tampubolon Khansa Khalishah Lasminar Lusia Sihombing Meylida Girsang Musthafha Haris Munandar Nancy Florida Siagian Natalia Pransiska Silaen Pardede, Henry Dunan Poltak Pardamean Simarmara Poltak Pardamean Simarmata Poltak Pardamean Simarmata Purnama Yanti Purba Rajainal Saragih Roy Sahputera Saragih Sabar Duma Sihombing Sabar Dumayanti Sihombing Saragih, Doris Yolanda Saragih, Roy Syahputera Sihite, Sandi Maiko Simarmata, Poltak Pardamean Sisca Sisca, Sisca Sugiharto Toras Pangindoan Batubara