PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP PURCHASE INTENTION GENERASI MILENIAL DALAM MENGGUNAKAN LAYANAN JASA

JAYANTI SUKMA WARDHANI, NIM. 16820097 (2020) PENGARUH CONTENT MARKETING DAN INFLUENCER TERHADAP PURCHASE INTENTION GENERASI MILENIAL DALAM MENGGUNAKAN LAYANAN JASA. Skripsi thesis, UNIVERSITAS ISLAM NEGERI SUNAN KALIJAGA.

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Abstract

With the growth of technology internet and the increase of social media usage its relevance for the millenial generation, in this study discusses the internal planning of purchase intention millennial generation to used product or services of Islamic Bank in the context of content marketing, influencer marketing, viral marketing on social media platforms. Intended to be considered for enchancing in relationship between consumer and companies and achieving company goals especially on social media platforms. This study proposed a conceptual framework that utilized Stimulus-Organism-Response (SOR) theory to explain the stimulus of content marketing, influencer marketing and viral marketing can stimulate consumer‟s response and Funnel Marketing theory to explain how purchase intention on consumer can be formed. In this study the population was entire of millennial generation in Yogyakarta and the sample used 102 respondents of milennial generation in Yogyakarta. The sample was taken by purposive sampling technique. Data analysis techniques in this study used SPSS 21 and Smart-PLS Version 3. The results show that (1) content marketing have a effect on viral marketing, (2) influencer marketing have a effect on viral marketing, (3) viral marketing have a effect on purchase intention millennial generation, (4) content marketing have a effect on purchase intention millennial generation, (5) influencer marketing have no coneffect on purchase intention millennial generation. For the indirect effect results show that, (1) content marketing have a indirect effect on purchase intention millennial generation, (2) influencer marketing have no indirect effect on purchase intention millenial generation.

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