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All Journal Dentino: Jurnal Kedokteran Gigi Abdi: Jurnal Pengabdian dan Pemberdayaan Masyarakat Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences Jurnal Ilmu Manajemen Mulawarman (JIMM) Jurnal Ilmu Ekonomi Mulawarman (JIEM) Acta Solum
Robiansyah Robiansyah
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Dentistry Economics, Econometrics & Finance Education Environmental Science Health Professions Medicine & Pharmacology Public Health Social Sciences

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Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision Saida Zainurossalamia ZA; Irsan Tricahyadinata; Robiansyah Robiansyah; Dio Caisar Darma; Gusti Noorlitaria Achmad
Budapest International Research and Critics Institute (BIRCI-Journal): Humanities and Social Sciences Vol 4, No 3 (2021): Budapest International Research and Critics Institute August
Publisher : Budapest International Research and Critics University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33258/birci.v4i3.2150

Abstract

The development of technology in the digital age can’t be avoided in today's life. Nowadays social media is increasingly loved by marketers as a tool to introduce or promote their products because of low costs and can reach more audiences. The development of marketing in this digital era shows that consumers not only buy products but the experiences created and the emergence of emotions are also expected by consumers when consuming a product. This study uses multiple linear regression analysis tools and the data used are primary data respondents of users of Shinzu'i UME body mist products. The purpose of this study is to find out whether storytelling marketing, content marketing, and social media marketing have an influence on purchasing decisions of Shinzu'i UME body mist products. The results of this study indicate that storytelling marketing has no effect on purchasing decisions, content marketing has an effect on purchasing decisions, and social media marketing has no influence on purchasing decisions. The low coefficient of determination shown by these three variables in predicting purchasing decisions for Shinzu'i UME body mist products needs to be evaluated in the future.
Co-Authors Ahmad Kurnain Asih Margawati Choirul Salim Debby Saputera, Debby Desi Kiki Riskia Desta Adinda Ramadhani Dio Caisar Darma Dirga Lestari Djoko Setyadi Elizabeth Tria Hardini Eny Rochaida Era Lestari Eti Ulfa Handa yani Gusti Noorlitaria Achmad Hendra Irawan Hendra Nur Eko Saputro HUD LEO PERKASA MAKI Ida Oktapiyani Rahmayanti Irsan Tricahyadinata Lusi Arca Tanjung Marlina Rusnyanti Michael Hadjaat Mirza Norma Fitalia Rahmi Muhammad Fajri Irawan Muhammad Zendy Ghamara Ninin Dea Pritania Novita Gita Ayu NURFADILAH NURFADILAH Nyimas Lidya Putri Pertiwi Oky Yunan Setyadi Rahayu Nova Daryati Rahmad Arifin Rahmawati Rahmawati Ratna Ratna Rima Nur Ahadiati Rita Utami Rizky Yudaruddin Safwo Alif Saputra Siti Maria Siti Sumiati Sri Mintarti Sri Mintarti Syaharuddin Y Syaharuddin Syaharuddin Y Syaharuddin Y Tasya Yaumil Amalia Wahidah Nur Rahmi Yana Ulfah ZA, Saida Zainurossalamia Zainal Ilmi