Published: 2025-06-01

Pengaruh Media Sosial Instagram dan Content Marketing Terhadap Keputusan Pembelian Pada Kopi Uwak

DOI: 10.35870/jemsi.v11i3.4208

Nicky Dwi Agesti, Puji Isyanto, Neni Sumarni
  • Nicky Dwi Agesti: Universitas Buana Perjuangan Karawang ROR
  • Puji Isyanto: Universitas Buana Perjuangan Karawang ROR
  • Neni Sumarni: Universitas Buana Perjuangan Karawang ROR
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Abstract

Finding out how social media and content marketing affect customer decisions is the aim of this study. For this validated quantitative investigation, online questionnaires sent using Google Forms were used to gather primary data. This sampling approach employs a sample of 120 respondents and combines a non-probability sampling methodology with purposeful sampling. Following the usage of questionnaires for data collection, IBM SPSS 25 software was used for data analysis. On the other side, content marketing significantly and favorably influences consumers' choices to buy. Additionally, with a value of 26.1%, Instagram social media and content marketing work together to positively and significantly influence consumers' decisions to purchase Uwak Coffee.

Keywords

Social Media; Content Marketing; Purchase Decisions

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How to Cite

Agesti, N. D., Isyanto, P., & Sumarni, N. (2025). Pengaruh Media Sosial Instagram dan Content Marketing Terhadap Keputusan Pembelian Pada Kopi Uwak. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 11(3), 1843-1852. https://doi.org/10.35870/jemsi.v11i3.4208
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 11 No. 3 (2025)

  • Section: Articles

  • Published: 2025-06-01

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Author Biographies
Nicky Dwi Agesti, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Puji Isyanto, Universitas Buana Perjuangan Karawang
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Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

Neni Sumarni, Universitas Buana Perjuangan Karawang
Google Scholar ResearchGate ORCID

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Buana Perjuangan Karawang.

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