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Norhayati Norhayati, Norhayati
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Journal : Asian Journal of Social and Humanities

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The Influence of Inbound Marketing and Marketing Content On Company Image and Purchasing Decisions at CV Rexindo Multikarya In Samarinda Norhayati, Norhayati; Hidayati, Tetra; Indriastuti, Herning
Asian Journal of Social and Humanities Vol. 2 No. 11 (2024): Asian Journal of Social and Humanities
Publisher : Pelopor Publikasi Akademika

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59888/ajosh.v2i11.407

Abstract

The purpose of this study is to analyze and prove the effect of inbound marketing and marketing content on company image, to analyze and prove inbound marketing and marketing content on purchasing decisions, to analyze and prove the effect of company image in mediating inbound marketing and marketing content on purchasing decisions. This research was conducted at CV Rexindo Multikarya in Samarinda. The research design uses explanatory research. The type of research is quantitative. The population of this study are respondents who have shopped at CV Rexindo Multikarya in Samarinda. The sample taken for research is 150 respondents with non probability sampling method, namely with purposive sampling technique. Power collection is done by distributing questionnaires to respondents in Samarinda. The data analysis technique used is the SEM method, namely PLS (Partial Least Square) using Smart PLS version 3.0 software. The results showed that inbound marketing and marketing content have a positive and significant effect on company image, inbound marketing and marketing content have a positive and significant effect on purchasing decisions,. In this study also found that inbound marketing and marketing content have a positive and significant effect on purchasing decisions with company image as mediation.
Co-Authors Adde Currie Siregar Afrinel Okwita, Afrinel Ahmad Suriansyah Amaliah, Nahdiatun Amiyesni, Putri Angelie, Juvani Anshary, Hafiz Bagus, Satrio Carlina , Evi Dari, Cindy Kurnia Septiani Wulan Daviq Chairilsyah Daviq Chairulsyah, Daviq Diani Ayu Pratiwi Din, Maaz Ud Eny Hastuti, Eny Febrialismanto, Febrialismanto Ghafur, Abd Haris, Ferdiyani Hasan Ismail Herkules Herkules, Herkules Herning Indriastuti Hukmi S Hukmi S, Hukmi S Ichsan, Mochammad Ichsan Ichsan, Mochammad Ichsan Indawati, Indawati Muhammad Tahir Ningrum, Novalia Widiya Ningsih, Eka Amiati Nisa, Hafidzatun Nugroho, Bayu Pratama Nurul Amalia Pratama Nugroho, Bayu Puspawati, Puspawati Rakhmatullah, Aditya Noviadi Razy, Fakhruddin Rizaldi, Gusti Rusly, Fathullah Saputra, Yusuf Setiadi, Metta Caroline Sherly Jayanti Siti Aminah Sulistyowati Sulistyowati Susi Hendartie Syabrina, Muhammad Ulya, Mery Arrizqa Umar, Masyitah Zaelani, Achmad