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All Journal Jurnal Manajemen dan Bisnis Indonesia Edutourism : Journal Of Tourism Reseach Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Budapest International Research and Critics Institute-Journal (BIRCI-Journal): Humanities and Social Sciences International Journal of Educational Review, Law And Social Sciences (IJERLAS) Multidiciplinary Output Research for Actual and International Issue (Morfai Journal) International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Jurnal Akutansi Manajemen Ekonomi Kewirausahaan (JAMEK) Proceedings of The International Conference on Business and Economics International Conference on Health Science, Green Economics, Educational Review and Technology (IHERT) El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam International Journal of Economics, Commerce, and Management International Journal of Economics and Management Sciences International Journal Business, Management and Innovation Review Journal of Ekonomics, Finance, and Management Studies Harmony Management: International Journal of Management Science and Business Global Management: International Journal of Management Science and Entrepreneurship International Journal of Business Law, Business Ethic, Business Comunication & Green Economics
Syafrizal Helmi Situmorang
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Religion Agriculture, Biological Sciences & Forestry Arts Humanities Chemical Engineering, Chemistry & Bioengineering Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Materials Science & Nanotechnology Social Sciences Other

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Journal : Journal of Ekonomics, Finance, and Management Studies

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Pengaruh Social Media Marketing dan Content Marketing Terhadap Minat Beli: Studi Kasus pada Followers Instagram MBD Kontraktor Muhammad Teguh Syahvira Nasution; Syafrizal Helmi Situmorang; Beby Karina Fawzeea Sembiring
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 6 No. 3 (2025): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v6i3.6300

Abstract

The rapid development of digital technology has influenced marketing strategies, including the use of social media marketing (SMM) and content marketing (CM) to enhance consumer buying interest. This study aims to analyze the impact of SMM and CM on the buying interest of Instagram followers of MBD Kontraktor. Using a descriptive quantitative method, the study involved 208 active Instagram followers. Data were collected through online questionnaires, documentation studies, and direct observation. The results show that SMM has a positive and significant impact on buying interest. This is evident from active interaction strategies, relevant information, and creative content delivered through social media. CM also significantly influences buying interest, characterized by relevant, informative, easily understood, and consistent content. Both strategies, when combined, exhibit a stronger positive impact, confirming that the synergy of SMM and CM effectively attracts consumer interest. This study contributes to the academic literature on digital marketing and offers practical guidance for companies to improve their marketing strategies. Based on these findings, companies are expected to better understand the importance of utilizing social media and high-quality content to enhance consumer appeal and loyalty.
Co-Authors Adinda Nadila Azhari Ahir, Diana Ahmad Fadli Amrin Fauzi Andrio Bukit Aprizal Haris Sinaga Astrea Wulanda Atika Arfa Matondang Ayu Sagia Baby Karina Fawzeea Sembiring Beby Karina F. Sembiring Beby Karina Fawzee Sembiring Beby Karina Fawzeea Sembiring Beby Karina Fawzeea Sembiring Beby Karina Fawzeea Sembiring Christine Christine Dian Natari Dwi Sakinah Endang Sulistia Rini Endang Sulistya Rini Endang Sulistya Rini Eunike Al Grea Euodia Grace Maranatha Fadli Fauziah Fauziah Fika Yusti Harahap Hartini Pratiwi Pane Ira Hairani Br. Damanik Irmayanti Nasution Ismail Napitupulu Lamriama Valintina Chrystina Siregar Marhaini Marhaini Marhayanie Marhayanie Mario Andreas Ginting Mey Ramayanti Tinambunan Moudy Fitria Respati Mufida Sari Muhammad Hajar Haitami Muhammad Teguh Syahvira Nasution Musawir Da'i Rade Juliman Lumbantoruan Riki Riduansyah Rambe Riki Thomas Tarigan Rizkya Paulita Nasution Rulianda Purnomo Wibowo Rusdiono Rusdiono Samuel Morales Simanjuntak Sarah Madaniah Sipayung, Nia Alfrika Siti Putri Luthfiyyah Siti Zulaikha Stevani Korentia Sebayang Sugih Arto Sugih Arto Pujangkoro Syahrika Luthfi Tetty Yuliaty Tiza Rahmadina Tri Widiyanti Wisnu Agus Harmawan Yeni Absah Yessi Claudia Sianipar