JURNAL MANAJEMEN MOTIVASI
Vol 22 No 1 (2026): Jurnal Manajemen Motivasi

Pengaruh Content Marketing dan Brand Trust Terhadap Keputusan Pembelian Produk Otomotif Studi Kasus Sumber Jaya Automotive Center Tahun 2025

Egi Sapitri Ramadhani (Unknown)
Kemala Puji (Unknown)
Ade Candra (Unknown)

Article Info

Publish Date
25 May 2026

Abstract

This study aims to analyze the effect of content marketing and brand trust on purchasing decisions of automotive products at Sumber Jaya Automotive Center through Instagram. The research used a quantitative approach with questionnaires distributed to 155 respondents. Data analysis employed multiple linear regression, t-test, and F-test. The results show that content marketing and brand trust partially and simultaneously have a positive and significant effect on purchasing decisions. The coefficient of determination is 62%, indicating that both variables explain purchasing decisions, while the remaining is influenced by other factors.

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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 ...