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All Journal JURNAL EKONOMI DAN BISNIS AIRLANGGA
Putu Gede Genta Taruna Suyasa
Fakultas Ekonomi dan Bisnis Universitas Pendidikan Nasional Denpasar
Economics, Econometrics & Finance

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THE IMPACT OF CONTENT MARKETING, INFLUENCERS, AND E-PROMOTION ON PURCHASE INTENTION Ida Ayu Iswari Pidada; Putu Gede Genta Taruna Suyasa
Jurnal Ekonomi dan Bisnis Airlangga Vol. 31 No. 2 (2021): JURNAL EKONOMI DAN BISNIS AIRLANGGA
Publisher : Fakultas Ekonomi dan Bisnis, Universitas Airlangga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.20473/jeba.V31I22021.117-123

Abstract

Introduction: This study aims to analyze the impact of content marketing, influencers, and e-promotion on purchase intention.Methods: This research is conducted on the Instagram Social Media of Biang Denpasar Gallery with population of 1,040 customers and sample of 91 customers.Results: The results of the study show that content marketing, influencers, and electronic promotions have positive and significant impact on purchase intention. E-Promotion or online promotion as an activity through internet media.Conclusion and suggestion: The type of promotional media used will affect purchases at an online shop. E-Promotion has the highest and significant value. E-promotion can be improved by paying attention to the searchability indicator.
Co-Authors Ida Ayu Iswari Pidada