Wati, Dwi Indra (2026) Pengaruh Influencer Marketing, Content Marketing, dan Customer Engagement Terhadap Keputusan Pembelian Produk Somethinc Makeup (Studi Kasus Konsumen Somethinc Makeup pada Instagram @somethincmakeup). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to examine several marketing strategy factors that can influence consumer purchasing decisions. This study used associative research with a quantitative approach. The study used consumers or customers of Somethinc Makeup, with 138,000 followers on the Instagram account @somethincmakeup. To obtain a representative sample size, the Slovin formula was used, resulting in a sample size of 100 respondents. The results showed that Influencer Marketing, Content Marketing, and Customer Engagement variables collectively had a significant influence on purchasing decisions. The Influencer Marketing variable (X1) was shown to have a positive influence on purchasing decisions. The Content Marketing variable (X2) had a positive influence on purchasing decisions, but the influence was not significant. The Customer Engagement variable (X3) showed a positive relationship with purchasing decisions, but the influence was not significant. In addition, a coefficient of determination (R2) of 0.008 was obtained. This indicates that the variables Influencer Marketing, Content Marketing, and Customer Engagement simultaneously are only able to explain the Purchase Decision variable by 0.8%, while the remaining 99.2% is influenced by other variables outside the research model. Keywords: Influencer Marketing; Content Marketing; Customer Engagement; Purchasing Decision
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Dwi Indra Wati | ||||||||
| Date Deposited: | 18 May 2026 03:20 | ||||||||
| Last Modified: | 18 May 2026 03:20 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/51846 |
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