The Effect of Influencer Marketing and Content Marketing on Customer Engagement and Purchase Decisions on Followers

Abstract

Aims: This study aims to analyze the effect of influencer marketing and content marketing on consumer purchase decision and customer engagement as mediating variables at Mitra Jawi Pontianak.
 Study Design: A quantitative approach was used to investigate this study, and as many as 204 respondent who met the required requirements participated.
 Place and Duration of Study: The study was taken place at Pontianak, West Kalimantan with Mitra Jawi Pontianak as a background study and conducted between September 2022 and November 2022.
 Methodology: The samples included a total of 204 respondents (68 men, 136 women; age range 17-50years). The sample criteria in this study were all the followers of Instagram account of Mitra Jawi Pontianak. Researchers used AMOS 24 software and structural equation modelling (SEM) to process the data.
 Results: The influence of influencer marketing on customer engagement is 6.049, more significant than the t-table value (1.96). Likewise, the p-value < 0.001, smaller than 0.05 (α = 0.05). It show that influencer marketing positively and significantly affects customer engagement. For the second hypothesis, the t-value, the effect of content marketing on customer engagement is 6.724, and the p-value < 0.001. It proves that content marketing positively and significantly affects customer engagement. For the third hypothesis, the t-value, the effect of customer engagement on purchase decisions is 4.246, and the p-value < 0.001. It shows that customer engagement positively and significantly affects purchase decisions. For the fourth hypothesis, the t-value, the effect of influencer marketing on purchase decisions is 2.317, and the p-value < 0.001. It show that influencer marketing positively and significantly affects purchase decisions. For the fifth hypothesis, the t-value, the effect of content marketing on purchase decisions is 2.379, and the p-value < 0.001. Thus, content marketing has a positive and significant effect on purchase decisions. 
 Conclusion: The study was carried by taking a sample of Mitra Jawi’s Instagram account followers. Both influencer marketing and content marketing positively and significantly influences customer engagement at the Mitra Jawi Pontiana. Also, the data indicate influencer marketing and content marketing positively and significantly influences consumer purchase decision at the Mitra Jawi Pontianak.