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

Authors

DOI:

https://doi.org/10.35870/jemsi.v11i3.4208

Keywords:

Social Media, Content Marketing, Purchase Decisions

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.

Downloads

Download data is not yet available.

Author Biographies

  • Nicky Dwi Agesti, Universitas Buana Perjuangan Karawang

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

  • Puji Isyanto, Universitas Buana Perjuangan Karawang

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

  • Neni Sumarni, Universitas Buana Perjuangan Karawang

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

References

Armayani, A. (2024). Pengaruh Media Sosial Instagram dan TikTok sebagai Media Promosi Digital Terhadap Keputusan Pembelian Produk Skintific pada Mahasiswa Hasanuddin (Doctoral dissertation, Universitas Hasanuddin).

Dwiputri, R., Isyanti, P., & Sumarni, N. (2024). Pengaruh Digital Marketing dan Brand Awareness terhadap Keputusan Pembelian pada Produk Kofieboy. AKADEMIK: Jurnal Mahasiswa Humanis, 4(2), 488-498. https://doi.org/10.37481/jmh.v4i2.855.

Fadhilah, D. Z., Silaningsih, E., & Yuningsih, E. (2024). CONSUMER PURCHASE INTEREST BASED ON SOCIAL, ELECTRONIC WORD OF MOUTH AND IMAGE. Jurnal Visionida, 10(2), 172-179.

Feryanto, F. (2024). PENGARUH PENGGUNAAN MEDIA SOSIAL INSTAGRAM DAN KUALITAS PRODUK TERHADAP MINAT BELI PAKAIAN THRIFTING PADA SECOND USED MARKET DI KOTA PONTIANAK (Doctoral dissertation, Universitas OSO).

Hayati, N., & Sudarwanto, T. (2024). Pengaruh Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Lip Tint Barenbliss. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 273-282. https://doi.org/10.26740/jptn.v12n2.p273-282.

Humairah, J. F., & Haryanti, I. (2021). Pengaruh Media Sosial dan Kepercayaan Terhadap Keputusan Pembelian Produk Pada Yuikaa Shop Bima. Jurnal Ekuivalensi, 7(2), 383-397. https://doi.org/10.51158/ekuivalensi.v7i2.504.

Indriyani, R., & Suri, A. (2020). Pengaruh media sosial terhadap keputusan pembelian melalui motivasi konsumen pada produk fast fashion. Jurnal Manajemen Pemasaran, 14(1), 25-34. https://doi.org/10.9744/pemasaran.14.1.25-34.

Iskandar, D. N. S. (2019). Pengaruh harga, lokasi dan fasilitas terhadap keputusan pembelian pada perumahan Grand Mutaiara Village Karawang. Indikator: Jurnal Ilmiah Manajemen dan Bisnis, 3(3), 44–66.

Isyanto, P., & Eman, H. (2012). Pengaruh kualitas produk terhadap keputusan pembelian handphone blackberry pada mahasiswa ekonomi universitas singaperbangsa karawang. Jurnal Manajemen, 9(4), 854-862.

Mustapa, A., Machmud, R., & Radji, D. L. (2022). Pengaruh Penggunaan Media Sosial Terhadap Keputusan Pembelian Pada Umkm Jiksau Food. JAMBURA: Jurnal Ilmiah Manajemen dan Bisnis, 5(1), 264-270. https://doi.org/10.37479/jimb.v5i1.14898.

Nabil, N., & Dwiridotjahjono, J. (2024). Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah, 6(2), 2547-2562.

Ragilita, E. P., & Listyani, I. (2024). Pengaruh Content Marketing dan Online Customer Review terhadap Keputusan Pembelian (Studi Kasus pada Mata Hati Cafe Kota Kediri). Journal of Sharia Economics Scholar (JoSES), 2(4).

Rahmadani, I. (2024). Pengaruh Media Sosial dan Content Marketing Terhadap Keputusan Penggunaan Jasa Make Up Artist Studi Kasus Pada Mahasiswa Universitas Medan Area (Doctoral dissertation, Universitas Medan Area).

Ramdhan, J. M. (2019). Pengaruh Media Sosial Dan E-Commerce Terhadap Keputusan Pembelian Distro House of Smith. Almana: Jurnal Manajemen Dan Bisnis, 3(3), 534-544. https://doi.org/10.36555/almana.v3i3.1267.

Sugiharto, N. A., Riyanti, F. A., & Madani, F. (2022). Pengaruh Content Marketing Dan Content Review Terhadap Keputusan Pembelian Pada Shopee (Survey pengguna serum Somethinc). Pro Mark, 12(2).

Sumarni, N., Suroso, S., Suherman, E., & Pertiwi, W. (2024). PERSONALISASI IKLAN SEBAGAI STRATEGI PEMASARAN ARMINAREKA. Jurnal Signaling, 13(1), 22-31. https://doi.org/10.56327/signaling.v13i1.1683.

Sutrisno, A. P., & Mayangsari, I. D. (2021). Pengaruh penggunaan media sosial Instagram@ Humasbdg terhadap pemenuhan kebutuhan informasi followers. Jurnal Common, 5(2), 118-133. https://doi.org/10.34010/common.v5i2.5143.

Downloads

Published

2025-06-01

Issue

Vol. 11 No. 3 (2025): Juni 2025

Section

Articles

License

Copyright (c) 2025 Nicky Dwi Agesti, Puji Isyanto, Neni Sumarni

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Authors who publish with this journal agree to the following terms:

1. Copyright Retention and Open Access License

Authors retain copyright of their work and grant the journal non-exclusive right of first publication under the Creative Commons Attribution 4.0 International License (CC BY 4.0).

This license allows unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

2. Rights Granted Under CC BY 4.0

Under this license, readers are free to:

  • Share — copy and redistribute the material in any medium or format
  • Adapt — remix, transform, and build upon the material for any purpose, including commercial use
  • No additional restrictions — the licensor cannot revoke these freedoms as long as license terms are followed

3. Attribution Requirements

All uses must include:

  • Proper citation of the original work
  • Link to the Creative Commons license
  • Indication if changes were made to the original work
  • No suggestion that the licensor endorses the user or their use

4. Additional Distribution Rights

Authors may:

  • Deposit the published version in institutional repositories
  • Share through academic social networks
  • Include in books, monographs, or other publications
  • Post on personal or institutional websites

Requirement: All additional distributions must maintain the CC BY 4.0 license and proper attribution.

5. Self-Archiving and Pre-Print Sharing

Authors are encouraged to:

  • Share pre-prints and post-prints online
  • Deposit in subject-specific repositories (e.g., arXiv, bioRxiv)
  • Engage in scholarly communication throughout the publication process

6. Open Access Commitment

This journal provides immediate open access to all content, supporting the global exchange of knowledge without financial, legal, or technical barriers.

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

Most read articles by the same author(s)