Pengaruh Pemasaran Konten, Pemasaran Media Sosial, Kenyamanan Online Terhadap Proses Keputusan Pembelian Konsumen Pada Produk Merek Lokal Erigo

Abstract

Daffa Irfan Faiz. 103119036. The Influence of Content Marketing, Social Media Marketing, Online convenience to consumer buying decision process on ERIGO Local Brand Product. The purpose of this study was to examine: The influence of Content Marketing, Social Media Marketing, Online Convenience on Consumer Buying Decision Processes on Erigo Local Brand Products. The sample used in this study was 100 samples with the criteria of consumers living in the Jabodetabek area and having purchased local ERIGO brand products at least 1 time in the last 6 months, the sampling technique was purposive sampling. Data analysis used in this study was associative causal analysis, classical assumption test, multiple linear regression test, research instrument test, hypothesis testing with SPSS software version 25. The results of this study are: content marketing has a significant effect on consumer buying decision processes, marketing social media has a significant effect on the consumer buying decision process, online convenience has a significant effect on the consumer buying decision process. Keyword: content marketing, social media marketing, online convenience, consumer buying decision process