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Yusuf Murtadlo Hidayat, M.Stat
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jbme@upi.edu
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+628154688444
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jbme@upi.edu
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Kantor Program Studi Pendidikan Bisnis Gedung Fakultas Pendidikan Ekonomi dan Bisnis Universitas Pendidikan Indonesia Jl. Dr. Setiabudhi No 229 Bandung 40154
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Journal of Business Management Education (JBME)
Published by Universitas Pendidikan Indonesia
ISSN : 27153045     EISSN : 27153037     DOI : 10.17509/jbme
Core Subject : Economy, Education,
Economics, Econometrics & Finance Education
Journal of Business Management Education (JBME) with the registered number e-issn 2715-3037 and p-issn 2715-3045 is an online journal of undergraduate student in Pendidikan Bisnis, Fakultas Pendidikan Ekonomi dan Bisnis, Universitas Pendidikan Indonesia. Publishing every three times a year in May, September and December. Journal of Business Management Education contains scientific papers and or part of the thesis of undergraduate students. The primary editorial objective of the Journal of Business Management Education (JBME) is to provide a forum for the dissemination of theory and research in all areas of education, business, management, and entrepreneurship which would be of interest to academics and practitioners. The Scope of our journal includes marketing management, human resources management, financial management, operational management, strategic management, entrepreneurship.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 1 Documents
 1 
Search results for , issue "Vol 10, No 2 (2025)" : 1 Documents clear
Exploring the Dynamics of Instagram Content Marketing and Engagement: Its Impact on YouTube Membership Subscription Decisions Putri, Arvianti Farah Natsya; Gaffar, Vanessa; -, Lisnawati; Wibowo, Lili Adi; Khairunnisa, Zahra Nadhira
Journal of Business Management Education (JBME) Vol 10, No 2 (2025)
Publisher : Business Education Program of Universitas Pendidikan Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.17509/jbme.v10i1.82541

Abstract

The aim of this research is to investigate the influence of content marketing on customer engagement and purchase intention among followers of Jurnalrisa's official Instagram account who have subscribed to the Jurnalrisa YouTube channel. Using path coefficient analysis through Smart PLS, the study found that all hypotheses were supported. The results indicate that content marketing has a positive effect on customer engagement, which in turn also enhances purchase intention. Customer engagement serves as a significant mediating variable, highlighting the importance of customer involvement in the decision-making process. These findings provide valuable insights for marketers to design more effective strategies to boost purchase intention through engaging and relevant content.

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