Abstract:
The phenomenon behind this study shows that the decision to purchase Jofie Bakery
products by young consumers on Instagram is still not optimal. This condition is
characterized by the low tendency of consumers to make Jofie Bakery the main
choice and make repurchases. In addition, consumer buying interest is still
relatively low, while the influencer marketing and content marketing strategies
implemented have not been able to attract attention, increase interest, and encourage
maximum consumer engagement. In fact, influencer marketing, content marketing,
and buying interest are important factors that can influence consumer purchase
decisions. Therefore, the purpose of this study is to find out and analyze the
influence of influencer marketing and content marketing on the purchase decision
of Jofie Bakery products by young consumers on Instagram through buying interest
as an intervening variable. The research method used is quantitative, samples are
determined by lemeshow and purposive sampling formulas. Data were collected by
questionnaires, documentation studies, and interviews. The data was analyzed using
the SEM-PLS data analysis technique using the SmartPLS application. The results
of the study show that influencer marketing has a positive and significant effect on
purchase decisions, content marketing has a positive and significant effect on
purchase decisions, influencer marketing has a positive and significant effect on
buying interest, content marketing has a positive and significant effect on buying
interest, buying interest has a positive and significant effect on purchase decisions,
influencer marketing has a positive and significant effect on purchasing decisions.
purchase decisions through buying interest as an intervening variable, and content
marketing have a positive and significant effect on the purchase decision of Jofie
Bakery products by young consumers on Instagram through buying interest as an
intervening variable.
