THE IMPACT OF CONTENT MARKETING, INFLUENCERS, AND E-PROMOTION ON PURCHASE INTENTION

Ida Ayu Iswari Pidada (Fakultas Ekonomi dan Bisnis Universitas Pendidikan Nasional Denpasar)
Putu Gede Genta Taruna Suyasa (Fakultas Ekonomi dan Bisnis Universitas Pendidikan Nasional Denpasar)

JURNAL EKONOMI DAN BISNIS AIRLANGGA
Vol. 31 No. 2 (2021): JURNAL EKONOMI DAN BISNIS AIRLANGGA

Introduction: This study aims to analyze the impact of content marketing, influencers, and e-promotion on purchase intention.Methods: This research is conducted on the Instagram Social Media of Biang Denpasar Gallery with population of 1,040 customers and sample of 91 customers.Results: The results of the study show that content marketing, influencers, and electronic promotions have positive and significant impact on purchase intention. E-Promotion or online promotion as an activity through internet media.Conclusion and suggestion: The type of promotional media used will affect purchases at an online shop. E-Promotion has the highest and significant value. E-promotion can be improved by paying attention to the searchability indicator.