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All Journal Buletin Peternakan Jurnal Ilmu Ternak Jurnal Ilmu-Ilmu Peternakan (Indonesian Journal of Animal Science) Jurnal Master Pariwisata (JUMPA) Erudio: Journal of Educational Innovation Jurnal Ruas (Review of Urbanism and Architectural Studies) Jurnal Riset Veteriner Indonesia (Journal of The Indonesian Veterinary Research) Wikrama Parahita : Jurnal Pengabdian Masyarakat Jurnal Ternak Jurnal Pendidikan Ilmu Pengetahuan Sosial (JPIPS) Jurnal Nutrisi Ternak Tropis (JNT) Jurnal Manajemen dan Inovasi (MANOVA) Jurnal Pengabdian Kepada Masyarakat Journal of Vision and Ideas (VISA) Jurnal Manajemen Jurnal Sains dan Teknologi Jurnal Ilmu Sosial dan Humaniora Jurnal Sylva Lestari Jurnal Ekonomi dan Binsis Eduvest - Journal of Universal Studies Jurnal Teknologi Pangan dan Ilmu Pertanian E-Amal: Jurnal Pengabdian Kepada Masyarakat Habitat: Jurnal Ilmiah Ilmu Hewani dan Peternakan
Siti Azizah
Fakultas Peternakan, Universitas Brawijaya
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Pengaruh Content Marketing dan Influencer Marketing terhadap Purchase Intention pada Produk Susu Cimory Alvin Suganda; Siti Azizah
Habitat: Jurnal ilmiah ilmu Hewani dan Peternakan Vol. 4 No. 2 (2026): Agustus : Habitat : Jurnal ilmiah ilmu Hewani dan Peternakan
Publisher : Asosiasi Riset Ilmu Tanaman Dan Hewani Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62951/habitat.v4i2.476

Abstract

This study investigates the impact of digital marketing strategies on consumer Purchase Intention toward Cimory dairy products. As social media becomes increasingly influential in shaping consumer behavior, understanding the effectiveness of Content Marketing and Influencer Marketing is crucial for businesses. This research employed a quantitative approach with an explanatory design, utilizing purposive sampling to collect data from 100 consumers who had viewed Cimory's marketing content on social media between June 23 and July 1, 2026. Data were gathered through questionnaires using a four-point Likert scale and analyzed using multiple linear regression, coefficient of determination, t-test, and F-test via IBM SPSS Statistics. The findings revealed that Content Marketing positively and significantly influenced Purchase Intention with a regression coefficient of 0.269, while Influencer Marketing also demonstrated a positive and significant effect with a coefficient of 0.141. Together, both variables explained 61.8% of the variance in Purchase Intention (Adjusted R² = 0.618). The results indicate that implementing educative, informative, entertaining, and trust-building content combined with credible influencers characterized by trustworthiness, expertise, attractiveness, respect, and similarity effectively enhances consumer Purchase Intention. These findings suggest that companies should optimize the integration of content and Influencer Marketing strategies to strengthen marketing communication effectiveness and drive consumer engagement in the competitive dairy product market.
Co-Authors Abraham M Ridjal Achadiah Rachmawati Afifah Juniyar Luthfi Agus Budiarto Ahmad Ridwan Akbar Riza Ananda Alvin Suganda Andi fitri Faharuddin Anie Eka Kusumasti Anif Mukaromah Wati Ardan Legenda de Arham Azzahratul Azkiya Birendra Kumar Btari Prabasini Damar Tyas Pangestu Deby Okta Pradana Deby Okta Tyapradana Dede Aprylasari Dede Apryliasari Diah Priharsari Difo Alfian Dorfi Dita Novarina Gunawati Eko Nugroho Ema Titisari Ema Yunita Titisari Goh Gerald Hafidz Budi Handoko Hamidah, Siti Hanivan Sabtaji Hary Nugroho Ike Wanusmawatie Irfan H. Djunaidi Jaisy Aghniarahim Putritamara Kharismafullah Kharismafullah Kusumastuti, Anie Eka Leni Sri Pangesti Mas Ayu Ambayoen Maulana Khafi Mohamed Shakal Muhammad Sayid Jabbar Surendra Ni Made Ayu Gemuh Rasa Astiti Norsida Man Qauman Nur Syoalehat Rahmi Yuniarti Rositawati Indrati Rositawati Indrati Sukarmi, Sukarmi Suprih Bambang Siswijono Syahrul Kurniawan Umi Wisapti Ningsih Umi Wisaptiningsih Zazin Fahresi Alamanda Zazin Fahresi Alamanda