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Rudi Setiawan
Magister Ilmu Fisika,Universitas Diponegoro
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Journal : Gema Wiralodra

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The influence of micro-influencers and content marketing through customer engagement on purchasing decisions Setiawan, Rudi; Salim, Muhartini
Gema Wiralodra Vol. 15 No. 1 (2024): Gema Wiralodra
Publisher : Universitas Wiralodra

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31943/gw.v15i1.643

Abstract

Technology has had a huge impact on the marketing field. In today's digital era, technology has completely changed the way we interact and communicate with customers. Instagram is the object of research because this platform has become one of the largest and most popular social media in the world. This research aims to determine the influence of micro-influencers and content marketing through customer engagement on product purchasing decisions on Instagram. The data obtained by this research is through a questionnaire from 100 respondents. Instagram users. This research data was processed using SEM (Structural Equation Modeling) using the SmartPLS4 application. The results of this research show the positive influence of Micro-influencers on Customer engagement, Content marketing on Customer engagement, Micro-influencers on purchasing decisions, Content marketing on purchasing decisions, Customer engagement on purchasing decisions, and Micro influencers on work decisions through customer engagement. Content marketing on employment decisions through customer engagement. Implementation for companies that market their products via Instagram is expected to use Micro-Influencers and Content Marketing to attract buyers and good customer engagement, resulting in purchasing decisions on the Instagram application.
Co-Authors Adi Pamungkas Agustiany, Fifin Arifiani Aisyah Rahmawati Alamri, Sazili Mustofa Amani, Risca Andreas N, R Djoko Anggraeni, Ellya ANGGRAENI, RENI Ani Haryani, Ani Aprianti, Penti Arif Setiawan , Andi Aris Wahyu Murdiyanto Aritonang, Sovian Aryani, Wiwik Dyah Asep Ahmad Sopandi Asnani Asnani Aulia Safitri, Aulia Azdy, Rezania Agramanist Azzahra, Haliza Bartolomeus Samho Bartoven Vivit Nurdin Bernard Dehaan, Yeovan Naufal Chairunnisa, Devina Azzahra Chatarina Umbul Wahyuni Cristofer, Fernando Daulay, Okky Freeza Dede Hertina Dedet Erawati Denis Pramudia Putra Dermawijaya, Boyke Iskandarsyah Dewi Utami Dewi, Fitria Dewi, Manda Iska Eddy, Syaiful Elsa Efrina Elvi Yenie, Elvi Enggar Alfianto Erdyvania Apritrycia Etty Puji Lestari Fahruzi, Akhmad Faisal, Amir Fatmawati, Fatmawati Gifari, Muhammad W. Grahita Kusumastuti, Grahita Hadia Sukma, Yoga Hakim Santoso, Abdul Hamada Zein Hari Agus Sujono Hartono, Ahmat Dwi Hayatou Oumarou Heri Sutanto Herninda, Amalia Revy I Ketut Sutapa Ida Zahrina Imam, Asep Indiriani, Dini Irawan, Ghani Rafif Irwansyah, Defi Iskandar Mirza Istiqomah, Hilmi Aulia Janizal Jarwinda, Jarwinda Jayawarsa, A.A. Ketut Juhana, Riyadi Kadir Parewe, Andi Maulidinnawati Abdul Kholida, Putri Kisman, Zainul Laksono, Muharram Budi Latipah, Asslia Johar Madi, Madi Mahdi, Arisul Margianto, Tofik Marlina Marlina Mashud, Mustain Mega Iswari Muhammad Nur Ihsan, Muhammad Nur Muhartini Salim Nova Resfita Nuhan, Hudan Khalish Nur Aida Wassi`atu Sakdiah Nurhasan Nugroho Nurwijayanti Oscar Yasunari Pambudi, Wisnu Setyo Pingki Novita Berliana Pratama, Gerald Untirtha Priyanto, Rachmat Puji Astuti, Nur Rochmah Dyah Purwoko, Agus Putra, Fajri Profesio Putri Kholida Putri, Sherlyana Hardiyandeffi Raditia Fath Kharomatudzaky Rahmadi, Isnaini Rahmahtrisilvia Rahmahtrisilvia Rahman, Fikri Aulia Rahman, Titik Khawa Abdul Rahman, Yusuf A. Ramayanti, Rizka Renaldy, Rexsa Resfita, Nova Rio Febrianto Arifendi, Rio Febrianto Ronny Durrotun Nasihien, Ronny Durrotun Rozak, Abd Rumondang, Rumondang Saadah, Neng Siti Nur Sabar Sabar Safaruddin Sdarmin Sudarmin, Sdarmin Sekar Ambarsari Sujatmiko Putri Sepiah Dwi Cahyani Setiawan, Agung W. Setiawan, Cahya Heru Siagian, Apriansyah Dharmawan Siburian, Marsudi siregar, umaiyu Siti Khumayah Sparingga, Daniel Sri Ernawati Sulistyowati Sulistyowati Sumarmi Supriyadi Supriyadi Supriyanto, Adolf Asih Susilo Susilo Sutikno Sutikno Syahputra, Ahmad Reynaldi Syahrizal Nasution Syaripudin Syaripudin Thahyo Subroto, Thahyo Umar Al Faruq Wahyuningtyas, Amalia Wibowo, Nanang Roni Widodo Widodo, Teguh Heri YOSAN, R BAGUS Yoseptry, Ricky Yulianti, Wayan Rifa Zaenal Arifin Zulmiyetri Zulmiyetri