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All Journal Jurnal Bisnis dan Manajemen JUIMA : Jurnal Ilmu Manajemen JKBM (JURNAL KONSEP BISNIS DAN MANAJEMEN) Jurnal Mitra Manajemen Journal of Economic, Bussines and Accounting (COSTING) KREATIF : Jurnal Ilmiah Prodi Manajemen Universitas Pamulang Journal of Business, Management, and Accounting Community Engagement and Emergence Journal (CEEJ) Management Studies and Entrepreneurship Journal (MSEJ) EKONOMI, KEUANGAN, INVESTASI DAN SYARIAH (EKUITAS) Jurnal Ekonomi Bisnis Manajemen Prima Jurnal AKMAMI (Akuntansi Manajemen Ekonomi) Jurnal Ekuilnomi Jurnal Interprof INTELEKTIVA International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) pendidikan, science, teknologi, dan ekonomi Jurnal KALANDRA
Simanjuntak, Demak Claudia Yosephine
Program Studi Manajemen Universitas Prima Indonesia
Agriculture, Biological Sciences & Forestry Arts Humanities Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Library & Information Science Public Health Social Sciences Other

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THE INFLUENCE OF CONTENT MARKETING AND INFLUENCER MARKETING ON PURCHASE DECISIONS FOR KENANGAN COFFEE IN MEDAN CITY WITH CONTENT CREATION AS AN INTERVENING VARIABLE Charles Landy; Demak Claudia Yosephine Simanjuntak; Jefferson Kangra; Sugiharto; Hengki Mangiring Parulian Simarmata
International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) Vol. 6 No. 2 (2026): April
Publisher : CV. Radja Publika

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Abstract

This study aims to analyze the effect of content marketing and influencer marketing on purchasing decisions of Kopi Kenangan in Medan City, with content creation as an intervening variable. This research uses a quantitative approach with a sample size of 75 respondents who are consumers of Kopi Kenangan. The data analysis technique employs SmartPLS version 4 through outer model and inner model testing. The results show that content marketing has a positive and significant effect on purchasing decisions, while influencer marketing has a negative and significant effect on purchasing decisions. Content marketing and influencer marketing have a positive and significant effect on content creation. Content creation also has a positive and significant effect on purchasing decisions. In addition, content creation is proven to significantly mediate the effect of content marketing and influencer marketing on purchasing decisions. The findings of this study emphasize that content quality plays an important role in increasing consumer purchase intention, while the selection of influencers must be more selective to align with the brand persona.
Co-Authors Ademanra Haloho Albert Albert Andre Halim Andre Syahputra Tarigan Angelisia Angelisia Arfi Hafiz Mudrika Arthasari Dewi Pandiangan Ashari Ariski Beslin Josua Tambunan Charles Landy Christy Leora Ruby Cindy Marceline Claudia Lorenza Deloca Niasset Piupi Dhita Adriani Rangkuti Doreen Doris Yolanda Saragih Edward Nasareth Samosir Elfina O.P Damanik Emma Novirsari Erick Jessino Erika Wuderick Felicia Felicia Fernando Ratio Situmorang Ferry Gunawan Fransiscus Daniel Silaholo Ginting, Nurmaidah Graciela Graciela Helen Agnesia Hengki Mangiring Parulian Hengki Mangiring Parulian Simarmata Hengki Mangiring Parulian Simarmata Herbert Gozali Iin G. Siburian Ivine Rivio Jefferson Kangra Jusra Tampubolon Ladina Afdilah Leni Sihombing Monita Sijabat Muhammad Faqih Maulana Nicolas Stanley Nina Agustina Nina Purnasari Nurmaidah Ginting Olivia Veronita br Sianipar Poltak Pardamean Simarmata Pricelia Fensia Purba, Mas Intan Purnama Yanti Purba Ris Novalia Jelita Robin Robin Sabar Dumayanti Sihombing Sari, Meylia Sefriani Sinaga Seren Seren Sri Suganti Stanislaus Yoni Sugiharto Tampubolon, Lasma Ria Teresia Indah Sari Simamora Toni Johanes Velia Veronica Vetriana Zebua Vicdy Anche Salimi Vina Tanri Vincent Louis Wico Jontarudi Tarigan Wirda Lilia Yong Min