The Synergy of Content Marketing and Social Media: Effect of Consumer Purchase Decision in e-Commerce
DOI:
https://doi.org/10.47747/fmiic.v1i1.2186Abstract
This study aims to analyze the influence of social media use, digital content quality, content marketing strategies, and promotions on purchase decisions on Blibli.com sites. The research method used is quantitative descriptive with data collection using questionnaires. The variables studied include social media, content quality, marketing strategies, promotions, and purchase decisions. This study shows that the use of social media, content quality, marketing strategies, and promotions have a positive effect on purchasing decisions in Blibli.com, with these variables able to influence purchasing decisions by 85.1%. The results of multiple linear regression analysis show that the regression model used in this study is valid and reliable. This study provides recommendations to increase consumer confidence in online shopping in Blibli.com, as well as highlighting the importance of evaluating website quality, digital content, and promotional strategies in influencing consumer purchase decisions in e-commerce.
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