THE INFLUENCE OF CONTENT MARKETING ON PURCHASE INTENTION
(STUDY ON @MASAREMAJACOLLECTIVE INSTAGRAM FOLLOWERS)
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Dewi Kamalia Wahyuni(1*)
Department of Business Administration, Faculty of Social and Political Science, Padjajaran University
-
Sam’un Jaja Raharja(2)
Department of Business Administration, Faculty of Social and Political Science, Padjajaran University
-
Nenden Kostini(3)
Department of Business Administration, Faculty of Social and Political Science, Padjajaran University
(*) Corresponding Author
Keywords:
Content Marketing, Purchase Intention, Instagram
Abstract
The purpose of this study is to analyze the influence of content marketing on purchase intention among Instagram followers of @MasaRemajaCollective. This study uses a quantitative descriptive-verification approach. The population of this study was 10,400 Instagram followers of @MasaRemajaCollective. The sample was taken using the Slovin formula with a margin of error of 10%, resulting in a minimum sample size of 100 respondents. The sampling technique used probability sampling with simple random sampling. Data analysis used simple linear regression, a normality test, a linearity test, and a hypothesis test. The results showed that content marketing implemented by @MasaRemajaCollective has a positive and significant influence on the purchase intention of the audience on Instagram.
Keywords: Content Marketing; Purchase Intention; Instagram
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References
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Crestodina, A. (2018). Content Chemistry: The Illustrated Handbook to Content Marketing (5th ed.). Orbit Media Studios.
Fauzi, P. C., Attamimi, H. R., Jahring, Ansar, Fikriani, T., Kudus, A., Putri, B. D., Yenti, F., Roza, M., & Rohmatullah, N. (2023). Buku ajar statistika. PT Pena Persada Kerta Utama.
Ghozali, I. (2021). Aplikasi Analisis Multivariate Dengan Program IBM SPSS 26 (10th ed.). Badan Penerbit Universitas Diponegoro.
Handley, A., & Chapman, C. C. (2012). Content Rules: How To Create Killer Blogs, Podcasts, Videos, E-Books, Webinars (And More) That Engage Customers and Ignite Your Business. John Wiley & Sons, Inc.
Jafarova, K., & Tolon, M. (2022). The Effect of Content Marketing in Social Media on Brand Loyalty and Purchase Intention. Journal of Business Management and Economic Research. https://doi.org/10.29226/TR1001.2022.318
Junizar, M. N. (2019). Pengaruh sponsorship terhadap minat beli konsumen dengan citra merek sebagai variabel intervening. Undergraduate thesis, Universitas Komputer Indonesia. UNIKOM e-Library.
Kotler, P., Keller, K. L., & Chernev, A. (2022). Marketing Management (16th ed.). Pearson Education.
Majdina, N. I., Pratikno, B., & Tripena, A. (2024). Penentuan ukuran sampel menggunakan rumus Bernoulli dan Slovin: konsep dan aplikasi. Jurnal Matematika dan Pendidikan Matematika, 16(1), 73–84.
Osborne, J. W. (2017). Regression & linear modeling: Best practices and modern methods. SAGE Publications.
Paramita, R. W. D., Rizal, N., & Sulistyan, R. B. (2021). Metode penelitian kuantitatif: Buku ajar perkuliahan metodologi penelitian bagi mahasiswa akuntansi & manajemen (Edisi ke-3). Widya Gama Press.
Pulizzi, J., & Barrett, N. (2009). Get Content, Get Customer: Turn Prospect into Buyers with Content Marketing. The McGraw-Hill Companies, Inc.
Schiffman, L. G., & Wisenblit, J. (2019). Consumer Behavior.
Solomon, M., & Russell, C. (2024). Consumer Behavior: Buying, Having, Being (14th ed.). Pearson Education, Inc.
Statista Research Department. (2024, April). Number of Instagram users by country in 2024 [Infographic]. Statista.
https://www.statista.com/forecasts/1174700/instagram-user-by-country
Sukarno, T. R. (2023). Perlindungan Konsumen bagi Siswa Sekolah Menengah terhadap Pembuatan Buku Tahunan yang Tidak Sesuai dengan Perjanjian. Jurnal Ilmiah Wahana Pendidikan, 9(10), 478–499.
Supriadi, G. (2021). Statistik penelitian pendidikan. UNY Press.
Virji, P. (2023). High-Impact Content Marketing Strategies to Make Your Content Intentional, Engaging and Effective (1st ed.). KoganPage.
Wu, Y., Wang, L., & Wang, Q. (2024). Research on the Influence of Content Marketing on Consumer Purchase Intention—The Case of Damfool. Academic Journal of Business & Management, 6(7), 33-39.
Zahriyah, A., Suprianik, Parmono, A., & Mustofa. (2021). Ekonometrika: Teknik dan aplikasi dengan SPSS. Mandala Press.
Published
2026-03-01
How to Cite
Wahyuni, D., Raharja, S., & Kostini, N. (2026). THE INFLUENCE OF CONTENT MARKETING ON PURCHASE INTENTION. Journal of Management : Small and Medium Enterprises (SMEs), 19(1), 11-25. https://doi.org/10.35508/jom.v19i1.22452
Section
Articles
