THE INFLUENCE OF INFLUENCER MARKETING AND CONTENT MARKETING ON PURCHASE DECISIONS OF JOFIE BAKERY PRODUCTS BY YOUNG CONSUMERS ON INSTAGRAM THROUGH BUYING INTEREST AS AN INTERVENING VARIABLE

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.