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Refi Royadi
Institut Teknologi dan Bisnis Bina Sarana Global
Humanities Education Social Sciences

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The Power of Digital Persuasion: Examining the Impact of Influencers and Content Marketing on Purchase Decisions Refi Royadi; Syaipul Ramdhan; Yunitasari Amaludin
Journal of Educational Management Research Vol. 5 No. 2 (2026)
Publisher : Al-Qalam Institue

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61987/jemr.v5i2.1996

Abstract

This study aims to examine the influence of influencer marketing and content marketing on consumer purchase decisions for Jims Honey products in the digital era. The research employs a quantitative explanatory approach with a sample of 100 respondents selected through purposive sampling, consisting of consumers who follow Jims Honey’s social media accounts and have previously made a purchase. Data were analyzed using validity and reliability tests, classical assumption tests, multiple linear regression, as well as t-tests and F-tests. The findings reveal that influencer marketing has a significant positive effect on purchase decisions (β = 0.678; p < 0.001), while content marketing also significantly influences purchase decisions (β = 0.434; p < 0.001). Simultaneously, both variables demonstrate a significant effect (F = 83.366; p < 0.001), with a coefficient of determination (R² = 0.629), indicating that 62.9% of the variance in purchase decisions is explained by the two independent variables. These results imply that businesses in the digital marketplace should strategically integrate influencer partnerships and high-quality content marketing to strengthen consumer engagement and enhance purchase decision outcomes.
Co-Authors Syaipul Ramdhan Yunitasari Amaludin