Storytelling Marketing, Content Marketing, and Social Media Marketing on the Purchasing Decision
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Date
2021-08-01Author
Saida Zainurossalamia ZA
Irsan Tricahyadinata
Robiansyah, Robiansyah
Dio Caisar, Darma
Noorlitaria, Achmad
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Show full item recordAbstract
The development of technology in the digital age can’t be avoided
in today's life. Nowadays social media is increasingly loved by
marketers as a tool to introduce or promote their products because
of low costs and can reach more audiences. The development of
marketing in this digital era shows that consumers not only buy
products but the experiences created and the emergence of
emotions are also expected by consumers when consuming a
product. This study uses multiple linear regression analysis tools
and the data used are primary data respondents of users of
Shinzu'i UME body mist products. The purpose of this study is to
find out whether storytelling marketing, content marketing, and
social media marketing have an influence on purchasing decisions
of Shinzu'i UME body mist products. The results of this study
indicate that storytelling marketing has no effect on purchasing
decisions, content marketing has an effect on purchasing decisions,
and social media marketing has no influence on purchasing
decisions. The low coefficient of determination shown by these
three variables in predicting purchasing decisions for Shinzu'i
UME body mist products needs to be evaluated in the future.