Content Marketing Strategy For Culinary Msmes In Banyumas Through Micro-Influencers: Impact On Purchasing Decisions

Nurul Fauziyah Choliyati, Asmi Ayuning Hidayah, Tiladela Luhita, M. Wahid Hasyim

Abstract


The phenomenon of digital marketing caused by the rapid development of technology requires business people to use the most effective strategies to attract potential customers. This study aims to analyze the effect of content marketing, micro-influencers, and product quality on purchasing decisions for culinary MSMEs in Banyumas Regency mediated by customer engagement. This research uses quantitative methods. The data collection process was carried out by distributing questionnaires to consumers of culinary MSMEs in Banyumas Regency. The data analysis technique used in this research is SEM-PLS to analyze the influence of variables on each other. The data generated in the study shows that content marketing and micro-influencers are able to influence purchasing decisions, customer engagement is able to mediate the influence of content marketing and micro-influncer on purchasing decisions, but product quality cannot influence purchasing decisions.

Keywords: Content Marketing, Micro-influencers, Product Quality, Customer Engagement, Purchase Decision


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References


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