Mulyadi, Denny (2022) Pengaruh Content Marketing di Instagram @durianruntuh_nnp Terhadap Keputusan Pembelian. Other thesis, Universitas Islam Riau.

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Abstract

This study aims to determine the effect of Content Marketing on Instagram @durianruntuh_nnp on purchasing decisions. Purchasing decisions in a product or related to business activities, it is better for someone to know through modern social media promotions and sophisticated technology in the current era, for example with marketing content. With content marketing as a means of good marketing communication in improving purchasing decisions. In this study using explanatory research methods using a quantitative approach. Sampling using the Accidental Sampling technique, which is to determine the sampling technique that indirectly meets and is in accordance with the sample criteria. The data obtained from the sample was tested with cronbach's alpha, the results showed that each coefficient of Cronbach's Alpha for Content Marketing on Instagram was 0.480. The reliability value of this variable has a higher value than Cronbach's Alpha, which is 0.942 and 0.879. The results of the study indicate that the items in the statements in this study are said to be feasible or reliable. The results showed that Content Marketing on Instagram @Durianruntuh_nnp and purchasing decisions were good (positive). Judging from the model in the partial t-test, it shows the influence of Content Marketing on Instagram significantly influe

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