JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

Effect of Content Marketing, Price Discount, and Social Influence On Purchase Decision Through Purchase Intention: A Study on the Instagram Followers of Beauty Store Mitufaya in Malang

Shiddiqy, Isymayati Ash (Unknown)
Pratikto, Heri (Unknown)

Article Info

Publish Date
30 Sep 2025

Abstract

This  study  analyzes  the  influence  of  content  marketing,  price discounts, and social influence on purchase decisions, mediated by purchase intention. The research targets Instagram followers of the Mitufaya beauty store in Malang, Indonesia, using a descriptive and explanatory  quantitative  approach.  A  total  of  186  followers  were selected  as  the  sample.  Data  were  analyzed  using  Structural Equation  Modeling  (SEM)  via  SmartPLS.  Results  show  that content  marketing  and  price  discounts  significantly  affect  both purchase  intention  and  decision.  Social  influence  significantly affects  purchase  intention  but  not  purchase  decision.  Purchase intention  significantly  mediates  the  effects  of  all  independent variables on purchase decisions.

Copyrights © 2025




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...