The Effect of Content Marketing and Online Advertising on Repurchase Intention with Influencers as Moderating Variables at D'lawu Mountain Cottage
Abstract
This study aims to analyze the influence of content marketing and online advertising on consumer repurchase intention with influencers as a moderating variable at D'Lawu Mountain Cottage. This study uses a quantitative approach with an explanatory research type. The study population is consumers who have interacted with D'Lawu Mountain Cottage through digital media, with a sample of 100 respondents selected using a purposive sampling technique. Data were collected through questionnaires using a Likert scale and analyzed using multiple linear regression analysis with Moderated Regression Analysis (MRA). The results showed that content marketing had no significant effect on consumer repurchase intention (β = 0.068; p = 0.448), while online advertising (β = 0.568; p < 0.001) and influencers (β = 0.351; p < 0.001) had a positive and significant effect on consumer repurchase intention. In addition, influencers were shown to significantly moderate the relationship between content marketing and consumer repurchase intention (β = 0.065; p = 0.019), as well as the relationship between online advertising and consumer repurchase intention (β = 0.106; p = 0.011). The research model has excellent explanatory power with an Adjusted R² value of 0.920, indicating that 92.0% of the variation in consumer repurchase intention can be explained by the variables in the research model. This research contributes to the development of digital marketing literature by showing that influencers not only have a direct influence on repurchase intention but also strengthen the effectiveness of content marketing and online advertising strategies.
Full Text:
PDFReferences
Journals:
Al-Gasawneh, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of mouth on the relationship between content marketing and green purchase intention. Management Science Letters, 10(8), 1701–1708. https://doi.org/10.5267/j.msl.2020.1.010
Andrian, et al. (2022). Perilaku Konsumen. In Rena Cipta Mandiri (Vol. 3). Retrieved from https://medium.com/@arifwicaksanaa/pengertian-use-case-a7e576e1b6bf
Annisa, K. S., Yulasmi, Y., & Fitri Sopali, M. (2024). Pengaruh Content Marketing dan endorsment terhadap Kepuasan Pelanggan dengan Keputusan Pembelian sebagai Variabel Intervening pada Shopee (Studi Kasus pada Mahasiswa Manajemen UPI YPTK Padang Angkatan 2020). Jurnal Riset Manajemen, 2(1), 399–417.
Asosiasi Penyelenggara Jasa Internet Indonesia. (2024). APJII Jumlah Pengguna Internet Indonesia Tembus 221 Juta Orang . Retrieved from https://apjii.or.id/berita/d/apjii-jumlah-pengguna-internet-indonesia-tembus-221-juta-orang
Dani, N. R., Yusnaidi, & Chairiyaton. (2024). Pengaruh Content marketing di TikTok terhadap Keputusan Pembelian Mahasiswa Gen Z. Ekodestinasi, 2(1), 67–75. https://doi.org/10.59996/ekodestinasi.v2i1.563
Databoks. (2022). Merk Makanan dan Minuman yang dipromosikan oleh Influencer K-POP (Juni 2022). Retrieved from https://databoks.katadata.co.id/tags/pengguna-media-sosial
Deka, C. F., & Niser, A. (2024). Perbandingan Strategi Pemasaran Tradisional dengan Pemasaran Melalui Influencer dalam Mempengaruhi Minat Beli pada Audiens Muda. Jurnal Manuhara: Pusat Penelitian Ilmu Manajemen Dan Bisnis, 2(1), 279–287.
Eka Santi, D. (2020). Peran Online Advertising Pada Pemasaran Axis. SOURCE : Jurnal Ilmu Komunikasi, 6(1), 58. https://doi.org/10.35308/source.v6i1.1768
Erwin Permana, Nadya Amanda, Noer Fhadya Dwi Aninda,& Syamsurizal. (2024). Penerapan Strategi Content Marketing Untuk Membangun Brand Awareness Produk Skincare Skintific. Jurnal Ekonomi, Akuntansi, Dan Perpajakan, 1(1), 60–75. https://doi.org/10.61132/jeap.v1i1.308
Fauzi, A., Saing, B., Nazira, N. A., Putri, S. A., Pangeswati, S. O., Nurhasanah, S. D., … Theresia. (2024). Peran Dan Fungsi Influencer Di Media Sosial. Jurnal Bisnis Dan Ekonomi, 2(1), 1–16. https://doi.org/10.61597/jbe-ogzrp.v2i1.16
Goodstats. (2023). Mayoritas Masyarakat Indonesia Tahu Info Iklan Produk dari Media Sosial, Iklan TV di Urutan ke-3. Retrieved from https://goodstats.id/article/survei-jakpat-mayoritas-masyarakat-indonesia-tahu-info-iklan-produk-dari-media-sosial-iklan-tv-di-urutan-ke-3-0KWHf
Halim, S. F., Doloksaribu, W. S. A., Lienedy, C., & Sudirman, A. (2024). Analisis Faktor - Faktor Yang Berpengaruh Terhadap Keputusan Pembelian Konsumen E-Commerce Tokopedia Pada Mahasiswa Fakultas Sains Dan Teknologi Universitas Prima Indonesia. Journal of Economic, Bussines and Accounting (COSTING), 7(3), 4536–4542. https://doi.org/10.31539/costing.v7i3.7721
Hamdan, O., Zhen, B. H., Alkharabsheh, M., & Ho Zhen, B. (2021). The Impact of Content Marketing, Social Media Marketing and Online Convenience on Consumer Buying Decision Process. CoMBInES - Conference on Management, Business, Innovation, Education and Social Sciences , 1(1), 1823–1834. Retrieved from https://journal.uib.ac.id/index.php/combines/article/view/4723
Haryanto, T., & Azizah, S. N. (2021). Pengantar Praktis: Pemasaran Digital. Hasanah, Y. N., & Aziz, F. (2022). Analysis of Content Marketing and Online Advertising on Brand Awareness for Halal Skincare Products Brands. Mix: Jurnal Ilmiah Manajemen, 12(1), 83. https://doi.org/10.22441/jurnalmix2022.v12i1.007
Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 8(1), 32. https://doi.org/10.31602/al-kalam.v8i1.4156
Irawan, F. D., Ali, H., & Hadita. (2024). Pengaruh Content Marketing, Kolaborasi Brand dan Minat Beli Terhadap Keputusan Pembelian Pada Produk Sepatu Aerostreet di Kranji Bekasi Barat. Jurnal Ilmu Multidisiplin, 3(2), 155–164. Retrieved from https://creativecommons.org/licenses/by/4.0/
Komalasari, D. (2021). Buku Ajar Digital Marketing. In Buku Ajar Digital Marketing. https://doi.org/10.21070/2021/978-623-6081-38-9
Lengkawati, A. S., & Saputra, T. Q. (2021). Pengaruh Influencer Marketing Terhadap Keputusan Pembelian (Studi Pada Elzatta Hijab Garut). Prismakom, 18 (1)(1), 33–38.
MEDIA INSTAGRAM (Studi kasus : Mahasiswa STIE Persada Bunda di Pekanbaru). Jurnal Bisnis Kompetitif, 1(2), 166–183. https://doi.org/10.35446/bisniskompetif.v1i2.1075
Palullungan, F., Soegoto, A. S., & Rogi, M. H. R. (2023). Pengaruh Content Marketing, Sistem Cash on Delivery (Cod) Dan Online Costumer Review Terhadap Keputusan Pembelian Tiktok Shop Pada Mahasiswa Jurusan Manajemen Fakultas Ekonomi Dan Bisnis Universitas Sam Ratulangi. Jurnal EMBA : Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 11(4), 1169–1178. https://doi.org/10.35794/emba.v11i4.52320
Polim, D. A., & Kadang, C. D. (2021). Perkembangan Media Sosial Dan Online Advertising Dapat Mempengaruhi Pencarian Kerja Para Karyawan. Jurnal Manajerial Dan Kewirausahaan, 3(4), 933. https://doi.org/10.24912/jmk.v3i4.13435
Ponirah, A. (2020). Influencer Marketing as a Marketing Strategy. Journal of Economicate Studies (JoES), 04(01), 11–16. Retrieved from https://doi.org/10.32506/joes.v4i1.64911https://journal.islamicateinstitute.co.
Rahayu, P., Amalia, R., Manajemen, P. S., & Kuala, U. S. (2025). PENGARUH ONLINE ADVERTISING TERHADAP PURCHASE INTENTION YANG DIMEDIASI OLEH FLOW EXPERIENCE DAN. 7(3), 455–468.
Rahmayanti, S., & Dermawan, R. (2023). Pengaruh Live Streaming, Content Marketing, dan Online Customer Review Terhadap Keputusan Pembelian pada TikTok Shop di Surabaya. SEIKO : Journal of Management & Business, 6(1), 337–344. https://doi.org/10.37531/sejaman.v6i1.2451
Supriatna et al. (2022). Pengaruh Content Marketing Terhadap Keputusan Pembelian Pengguna ShopeePay Pada Masyarakat Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 8(24), 78–85.
Syafira, D., & Akbar, D. (2023). Penggunaan Digital Advertising Dalam Promosi Championship Event Oleh Myedusolve. Bisnis Event, 4(13), 1–9. https://doi.org/10.32722/bev.v4i13.5543
Books:
Ilyas, A., Ariasih, M. P., Nawir, F., Sovianti, R., Augustin, M., Amaral, L., & Setiono, D. (2023). DIGITAL MARKETING (Penerapan Digital Marketing pada Era Society 5.0). Makassar: PT. Sonpedia Publishing Indonesia.
Rosmawati et al. (2020). BUNGA RAMPAI PEMASARAN BISNIS ERA DIGITAL. Bandung: CV. MEDIA SAINS INDONESIA.
Refbacks
- There are currently no refbacks.
License URL: https://creativecommons.org/licenses/by/4.0/deed.en
Jurnal IAPJ Indexed by :
