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Irsan Tricahyadinata
Faculty Of Economics And Business Mulawarman University
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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 Ade Amrisal Anshar Ade Saputri Aini, Hekti Nur Akbar, Syahrizal Fitrian Al Hidayah, Rahmawati Alexander Sampeliling Alma Argriphi Ardhia Pramesti Wijaya Alpiani, Kiki Alwi, Abdul Rauf Amalia Nur Andi Nursyahriana Anisa Rahmawati Annisa Puteri, Sarah Shevi Aprilia, Nikita Apriliyani, Risma Dwi Aprillianto, Windi Dwi Ardi Paminto Ariesta Heksarini Arif Setiawan Arif Setiawan Arisona Chony Ronaldy Arvita Rachmawaty AS, Dirga Lestari Asnawati Asnawati Asnawati Asnawati Boyke Rorimpandey Boyke Rorimpandey Dara Fahriza Arinie Deddy Sumarna Denny Christyanto, Frederikus Dewi Vibrayanti Dharma, Bayu Dwi Dio Caisar Darma Dirga Lestari Djoko Setyadi Ekinda Famelia Prisca Elianita Elianita Elsanita Vera Dilla Endang Sawitri Endang Sawitri Erwin Setiawan, Erwin Fakhrowan, Rizki Farah Fakhirah Salasiwa Felisitas Defung Feni Setiasih Gusti Noorlitaria Achmad Hadjat, Michael Hamdi Mayulu Hamdi Mayulu Hanif Taqiuddin Hekti Nur Aini HERRY RAMADHANI Hidayati Tetra Ike Purnamasari Indah Oktafia Indrayani, Tri Irma Amrianti Nasir Isma, Said Muhammad Jiuhardi Jiuhardi Justina Ade Judiarni Kadafi, M. Amin Khairon, Muhammad Khusnul Sugiarto Kiki Alpiani Lestari A.S, Dirga Mardewi, Shinta Marry Christiyanto Martiyanti, Dwi Matande, Yudea Melisa Melisa Merissa Rizki Arviana Bachri Michael Hadjat Michael Michael Muhamad Haddad Alwi Muhammad Amin Kadafi Muhammad Amin Kadafi Muhammad Novas Clinton Mutiara Kartika Dewi Nabila, Zulfah Marwa Nadya Karina Ayu Sandra Nazaruddin Hasbi Nelly Rosita Nico Ananda Rizky Nidia Maharani Putri Nita Rahmi Iswariadi Nora Idiawati Novia Ulfa Wahid Nur, Amalia Nurmawati Nurmawati Nurmawati Nurmawati Nursyahriana, Andi Ories Maihesa Pipit Juwita Nengsih Prisca, Ekinda Famelia Prisna Marina Rachmawaty, Arvita Rahmawati Rahmawati Rana Kirana Regina Puspa Fatma Rina Kusharyanti Riska Aprylia Rizki Fakhrowan Rizki Yuliana Rizky Yudaruddin Rizky, Nico Ananda Robiansyah, Robiansyah Ronaldy, Arisona Chony Rosy Amalia Putri Rosy, Yuniar Fita Saida Zainurossalamia Zainal Arifin, Saida Zainurossalamia Salasiwa, Farah Fakhirah Sampeliling, Alexander Samuel Samuel Sarifudin, Muhammad Shinta Mardewi Shinta Mardewi Simatupang, Lukas Binar Siti Hasmah Siti Maria Siti Maria SITI MARIAM Siti Mariam siti rahmah Sri Kumoro Mariniharsi Sri Mintarti Sri Utama Sari Sri Wahyuni Sukisno Selamet Riadi SUTOMO MANDALA PUTRA Syahrizal Fitrian Akbar Syarifah Hudayah Syarifah Librainieka Zhaina Rajulia Taqiuddin, Hanif Taufan Purwokusumaning Daru, Taufan Purwokusumaning Wa Rusiani Wati Wati Wijaya, Alma Argriphi Ardhia Pramesti Windi Dwi Aprillianto Wirasmi Wardhani Yonathan Pongtuluran Yonathan Pongtuluran Yonathan Pongtuluran Yudha Atmoko Yusriana Adnan ZA, Saida Zainurossalamia Zainal Ilmi Zainal Ilmi Zainal Ilmi Zulfah Marwa Nabila