Content Marketing Research Articles

Strategi Content Marketing pada Media Sosial Instagram Sebagai Strategi Pemasaran Digital Centro Barbershop

This research was conducted because of increasing competition in marketing, especially related to the use of marketing content on Instagram. The purpose of this research is to understand the content marketing strategy used by Centro Barbershop to increase sales and face business competition. The research method used is qualitative, with primary data collection through interviews and direct observation with the Centro Barbershop owner, Centro Barbershop marketer management and Centro Barbershop consumers as well as collecting secondary data from journal articles and library studies. The data collected was analyzed using content analysis. The research results show that Centro Barbershop implements a content marketing strategy through four channels of attention (attention), interest (interest), desire (desire) and action. As a recommendation, it is recommended that centro barbershop adopt a marketing content strategy that involves attractive visuals, unique stories, customer reviews, and clear actions to stimulate audience interest and desire and encourage them to try barbering services and make further purchases or interactions.

The Influence of Content Marketing on Purchase Intention Through the Mediation of Customer Engagement Among TikTok Followers

The purpose of this study is to examine the influence of content marketing on purchase intention through the mediation of customer engagement among TikTok followers of @Dentarajut. The research aims to fill the gap in existing literature by focusing on the specific impacts of content marketing strategies on customer engagement and purchase intentions in the context of TikTok. This research employs a quantitative approach, utilizing a Likert scale survey to collect data from 396 respondents who follow @Dentarajut on TikTok. The data is analyzed using SmartPLS to assess the relationships between content marketing, customer engagement, and purchase intention. The findings indicate that content marketing significantly influences customer engagement, which in turn, mediates the relationship between content marketing and purchase intention. The results suggest that effective content marketing strategies on TikTok can enhance customer engagement, leading to higher purchase intentions among followers. This study offers novelty by integrating the analysis of content marketing, customer engagement, and purchase intention specifically on the TikTok platform. It provides new insights for brands on optimizing their content marketing strategies to improve customer engagement and drive purchase intentions, particularly in the underexplored context of TikTok marketing

Content Automation in Marketing Research: A Bibliometric Analysis using VOSviewer

Objectives: This study conducted a comprehensive assessment of content automation in marketing research using bibliometric analysis spanning 20 years from 2004 to 2024. The primary influential factors, topics, and areas of research were analyzed to determine future research paths. Methods/Analysis: Sample selection and data collection were conducted using the Scopus database. The initial dataset was adjusted by applying certain inclusion and exclusion criteria. The final dataset consisting of 149 articles in the RIS format was loaded into the VOSviewer program to perform a bibliometric analysis. Findings: The results revealed key findings, including the highest citation-counting papers, the most common research format, the research field, the year of publication, collaboration countries, the journal, prominent authors, popular themes, areas for further investigation, and the intellectual framework of current research on the topic. Novelty/ Improvement:Four areas were identified for future research: marketing automation as digital commerce content marketing, artificial intelligence for digital marketing transformation, automation and optimization for personalized advertising content, and automatic knowledge discovery. The temporal development of these issues was also examined to offer valuable insights into the changing focus of academic interest over time and establish a foundation for future investigations. Doi: 10.28991/HIJ-2024-05-03-019 Full Text: PDF

Pengaruh Pemasaran Konten Instagram Akun @Sodfestival terhadap Minat Membeli Tiket Festival Musik “Sound of Downtown”

This study aims to analyze the influence of Instagram content marketing on ticket purchase interest at the Sounds of Downtown (SoD) music festival. The method used is a quantitative approach with data collection through questionnaires to 100 respondents, who are followers of the Instagram account @sodfestival aged 15-26 years. The data analysis technique uses the Pearson Product Moment correlation test, T test, and F test. The results of the study indicate that there is a positive and significant relationship between Instagram content marketing and purchase interest (r = 0.918, p <0.05). In addition, Instagram content marketing has a significant effect on purchase interest with a determination coefficient of 84.2%, indicating that this variable is able to explain most of the variation in purchase interest. The results of the T test (t = 22.864, p <0.05) and F test (F = 522.764, p <0.05) support that Instagram content marketing has a significant effect on ticket purchase interest. Thus, content marketing through Instagram has proven to be an effective strategy in increasing consumer purchase interest at the Sounds of Downtown music festival. Keywords: Engagement, Music Festival, Instagram, Online Questionnaire, Purchase Interest, Internet Users, Online Marketing Strategy

Pengaruh Content Marketing, Harga, dan Kualitas Produk Terhadap Keputusan Pembelian

Najla Farid Bisyir, who created a dessert box business called Bittersweet by Najla, took advantage of the huge opportunities in the food and beverage industry in Indonesia. The popularity of culinary dessert boxes has made many small businesses start their business by selling dessert box products via social media, which means Bittersweet by Najla has many competitors. Apart from that, there are several consumer complaints regarding the price and quality of products expressed through e-commerce. Bittersweet by Najla's content marketing was also complained about because it was considered excessive and not in accordance with reality. This research aims to test and explain the influence of content marketing, price and product quality on purchasing decisions for Bittersweet by Najla consumers. This research was conducted in Denpasar City in June 2024. Data was collected using an instrument in the form of a questionnaire from 105 Bittersweet by Najla consumers who were determined based on a purposive sampling technique. The data obtained was then analyzed using multiple linear regression analysis. The research results show that all hypotheses are supported, namely content marketing has a positive and significant effect on purchasing decisions, price has a positive and significant effect on purchasing decisions, and product quality has a positive and significant effect on purchasing decisions. The implication of this research is that the better the content marketing, price and product quality, the greater the purchasing decisions.

Innovative strategic marketing practices to propel small business development and competitiveness

In today's dynamic and competitive business environment, small businesses face unique challenges in establishing their presence and achieving sustainable growth. This paper explores innovative strategic marketing practices that can propel small business development and enhance competitiveness. The primary focus is on leveraging digital marketing, personalization, customer engagement, data analytics, and strategic partnerships. Digital marketing has revolutionized how small businesses reach and engage with their target audiences. By utilizing social media platforms, search engine optimization (SEO), content marketing, and email marketing, small businesses can create cost-effective and highly targeted campaigns. These strategies not only increase brand visibility but also foster customer loyalty through consistent and relevant communication. Personalization is another key strategy that drives small business competitiveness. By tailoring marketing messages and offers to individual customer preferences and behaviors, businesses can create more meaningful and impactful interactions. This approach enhances customer satisfaction and encourages repeat business, contributing to long-term growth. Effective customer engagement is critical for small businesses to build strong relationships and foster community. Utilizing interactive content such as polls, quizzes, and live chats on social media and websites can create a more engaging and immersive customer experience. Additionally, loyalty programs and personalized incentives can strengthen customer retention and advocacy. Data analytics plays a crucial role in informing and optimizing marketing strategies. By analyzing customer data, market trends, and campaign performance, small businesses can gain valuable insights that drive strategic decision-making. This data-driven approach allows for more precise targeting, efficient resource allocation, and continuous improvement of marketing efforts. Strategic partnerships and collaborations with other businesses, influencers, and community organizations can also enhance marketing effectiveness. These partnerships can expand reach, provide access to new customer segments, and enhance credibility. Co-marketing initiatives, joint events, and cross-promotions are examples of how small businesses can leverage strategic alliances for mutual benefit. In conclusion, innovative strategic marketing practices, including digital marketing, personalization, customer engagement, data analytics, and strategic partnerships, are essential for propelling small business development and competitiveness. By adopting these practices, small businesses can effectively navigate the competitive landscape, achieve sustainable growth, and secure a strong market position in today's ever-evolving business environment.

The Influence of Content Marketing, Content Quality, and Brand Image on the Purchase Intention of Skintific Products Through the Official TikTok

This study aims to find out how the Influence of Content Marketing, Content Quality, and Brand Image on Puchase Intention in Skintific skincare products through TikTok video content. This research method uses quantitative methods. The population in this study is consumers of Skintific products. The sample criteria in this study are Gen Z and Millennials who use the TikTok application in Malang. The sampling technique used purposive sampling techniques and obtained 110 samples. The data analysis technique uses multiple linear regression analysis. The results of this study show that content marketing variables have a partial positive and significant effect on purchase intention. Content quality variables have a partially positive and significant influence on purchase intention. Brand image variables have a partially positive and significant effect on purchase intention. Then the simultaneous relationship between the variables of content marketing, content quality, and brand image has a positive and significant effect on purchase intention. This research can be used by companies in organizing sales promotions so that they are in great demand by broad consumers.

The Synergy of Content Marketing and Social Media: Effect of Consumer Purchase Decision in e-Commerce

The Synergy of Content Marketing and Social Media: Effect of Consumer Purchase Decision in e-Commerce

Customer Engagement Mediates the Effect of Content marketing on Purchase Intention

Customer Engagement Mediates the Effect of Content marketing on Purchase Intention

Improving Customer Engagement of Food and Beverage Small and Medium Enterprises (MSMEs) Through E-Commerce and Content Marketing Training

Over the past five years, the rapid growth of MSMEs in Indonesia has also resulted in many MSMEs going bankrupt. However, this rapid growth of MSMEs is also accompanied by many MSMEs going bankrupt due to mismanagement and low competitiveness caused by the lack of adaptability to business digitalization through e-commerce and product promotion strategies through digital media. Similar problems are also experienced by Food and Beverage MSMEs in Ketintang Village, Surabaya. This drives the importance of increasing competitiveness with more effective business management and digital marketing strategies through community service programs in this area. This community service-based research consists of online store design training activities in e-commerce marketplaces and content marketing with outputs in the form of scientific publications in indexed international journals, publications in the mass media, increasing community understanding and skills, and YouTube videos aimed at improving customer engagement in e-commerce marketplaces. Using the experimental method, this study concluded that SMEs showed a positive perception of the importance of e-commerce in increasing market reach and sales and insight into digital marketing in compiling content marketing that can increase customer engagement for food and beverage products.

PENGARUH KONTEN MARKETING DI MEDIA SOSIAL INSTAGRAM, TESTIMONI DAN TAGLINE TERHADAP MINAT BELI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING PADA KEDAI KAMSITU DI KECAMATAN SITUBONDO

Marketing through social media is an important need for business actors today. The reason is, customers have turned to social media platforms for various purposes, from socializing to shopping. Social media offers a wide reach, making it a top choice for businesses in marketing efforts. This is further reinforced by the emergence of various marketing features provided by social media platforms, such as those offered by Instagram as a prime example. The purpose of this study is to analyze and test the influence of Marketing Content, Testimonials, Taglines on Buying Interest through Trust as an Intervening Variable. The population in this study is consumers in Kedai Kamsitu. The sampling technique uses a simple random sampling method. Data analysis and hypothesis using the Structural Equation Model – Partial Least Square (PLS-SEM). The results of the direct influence hypothesis test using the PLS 3.0 smart application, show that marketing content has a significant positive effect on trust, testimonials have a positive but not significant effect on trust, tagline has a significant positive effect on trust, content marketing has a significant positive effect on buying interest, testimonials have a negative but not significant effect on buying interest, tagline has an effect Significant positive effect on Buying interest, Trust has a significant positive effect on Buying interest, Content marketing has a significant positive effect on Buying interest, Testimonials have a positive but not significant effect on Buying interest through Trust, Tagline has a positive but not significant effect on Buying interest through Trust.

Pengaruh Content Marketing dan E-WOM Terhadap Keputusan Pembelian pada C offee Shop Galdina Kopi dengan Brand Awareness sebagai Variabel Intervening

This study aims to find out how content marketing and E-WOM affect the Purchase Decision of Galdina Kopi Coffee Shop with Brand Awareness and Buying Interest as Intervening Variables. This study uses a type of quantitative descriptive research using AMOS 22 Structural Equation Modelling (SEM) analysis. The population used in this study is catering customers with a total of 220 respondents. The results of the study show that content marketing has a positive effect on brand awareness with a CR value of 9,372 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Content marketing has no positive effect on purchase decisions with a CR value of 0.438 (CR ≥ 1.96) and a probability value of 0.661 (p ≤ 0.05). Electronic word of mouth (E-WOM) has a positive effect on buying miat with a CR value of 8,150 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Electronic word of mouth (E-WOM) has a positive effect on buying miat with a CR value of 8,150 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Electronic word of mouth (E-WOM) has no positive effect on purchase decisions with a CR value of 0.840 (CR ≥ 1.96) and a probability value of 0.401 (p ≤ 0.05). Brand awareness has a positive effect on purchase decisions with a CR value of 3,666 (CR ≥ 1.96) and a probability value of 0.000 (p ≤ 0.05). Buying interest had no positive effect on the purchase decision with a CR value of 1.186 (CR ≥ 1.96) and a probability value of 0.236 (p ≤ 0.05).

THE EFFECT OF MARKETING CONTENT AND E-WOM ON THE TIKTOK APPLICATION ON PURCHASE DECISIONS STUDY ON STREET BOBA CONSUMERS IN TANGERANG CITY

This study aims to analyze the effect of content marketing (X1) and e-WOM (X2) on purchasing decisions (Y) on Street Boba products (studies on consumers in Tangerang City). This research is quantitative research and survey research. The samples taken in this study were 102 respondents. Data was obtained from distributing questionnaires. Primary data processing uses ms. excel and Statistical Package For Social Science (SPSS) version 26 as evaluation. While the data analysis used in this study includes: instrument tests, classical assumption tests, multiple linear analysis, correlation analysis, and hypothesis testing. The results of this study indicate that the variables Marketing Content (X1) and E-WOM (X2) have a positive and significant influence on Purchasing Decisions as evidenced by the results of the study where in the coefficients table the sig value is 0.000 <0.1 and the F hitung value is 150.626 > F table 2.36.

Consumer Purchase Intention: A Study based on Content Marketing, Consumer Value

Consumer Purchase Intention: A Study based on Content Marketing, Consumer Value

Defining patterns in the implementation of digital marketing of innovative products in order to improve the level of financial results

The object of research is digital marketing of innovative products. The problem addressed in the study was the need to define digital marketing tools for the promotion of innovative products in order to increase the financial results of enterprises. The specificity of digital marketing of innovative products, which have their own specificity, has been clarified, including the need to explain the benefits of new technologies to consumers. The results of the research revealed that the study of the target audience using analytical tools allows better optimization of marketing campaigns. It has been proven that the substantiation of the expenditure budget based on the method "from the achievement of goals" provides effective use of marketing resources and flexibility in case of changes in market conditions. The advantages of this budgeting method have been revealed, which makes it possible to clearly define marketing goals and direct resources to achieve them. This ensures optimal use of marketing resources. On the basis of regression analysis, the influence of expenses on various digital marketing tools on the total income of the enterprise was determined. Verification of the guidelines included an assessment of the impact of various digital marketing tools on total revenue. Based on the regression analysis, it was established that the costs of setting up a website and search advertising, advertising in social networks and email marketing showed a significant positive impact on the total income of the enterprise. However, spending on content marketing revealed a negative effect. The identified dependences made it possible to accurately assess the impact of each marketing tool on the total revenue of the enterprise, which is critical for effective planning of marketing campaigns and cost optimization

Strategy Development to Improve Brand Awareness and Sales Performance

The rapid growth of the beauty and skincare industry in Indonesia is driven by the extensive use of digital platforms for product promotion and marketing. Noera Beauty Care, a local beauty brand, faces challenges in enhancing its brand awareness and sales performance. This study aims to analyze the influence of digital marketing, content marketing, endorsement influence, and brand engagement on brand awareness and its impact on purchase intention. A mixed-method approach was employed, combining qualitative interviews with the CEO and head of marketing and quantitative surveys of 200 active social media users. The data were analyzed using PLS-SEM. The findings indicate that digital marketing, content marketing, and endorsement influence significantly impact brand awareness, while brand engagement does not. Brand awareness positively affects purchase intention. Based on these findings, several marketing strategies are proposed, such as product innovation through collaboration with influencers, creating live shopping or virtual try-on sessions, website updates and development, evaluation, and adjustment of marketing strategies, investing in IT infrastructure, strengthening relationships with consumers through loyalty programs, and creating educational content and quizzes to increase public knowledge about the benefits of Noera products.

Managing tourism development: deploying successful strategies and techniques

Introduction: The tourism sector is gaining importance every year within the economies of individual countries and globally. Even the largest economies in the world, such as the United States of America and the People's Republic of China, include a significant portion of their income from tourism. The coronavirus pandemic somewhat halted tourism development; however, our study sector is beginning its new development trajectory today. Therefore, the issue of finding ways to implement effective strategies and tools for tourism development is relevant and requires scientific resolution.Objective: The study aims to scientifically substantiate ways to implement effective strategies and determine tools for their practical implementation in tourism development management. Methods: Based on the analysis of statistical data and forecasted indicators, the study identifies the importance and role of the tourism sector in developing individual state economies and the global economy. Results: The most effective strategies for tourism management are marketing strategies. Key strategies include: overall marketing strategies for specific regions, strategies by tourism type, and those combining regions and tourism types. Additionally, strategies for specific accommodation locations and country-specific strategies by tourist type are recommended. Tools enhancing these strategies include branding, content marketing, live video marketing, electronic marketing, and experiential marketing.Conclusions: Exciting and promising topics for further research on the issue include continuing to substantiate a broader range of tools that can be applied in tourism management and finding new ways to improve the tourism sector.

Digital marketing and purchase intention of bank services: the role of trust and engagement

PurposeThe study examined the mediating and moderating roles of engagement and trust in the relationship between digital marketing and purchase intentions in the banking industry.Design/methodology/approachThe study was quantitative and cross-sectional and used a sample of 462 respondents drawn through a combination of purposive and convenience sampling techniques. The main method of data analysis was the covariance-based structural equation modeling used to assess the paths relationships, using the Amos v.23 software. Prior to that, a confirmatory factor analysis was done to assess the reliability and validity of the instrument.FindingsThe empirical findings support the hypothesized relationship between digital marketing and purchase intention of banks’ services. Consumer engagement partially was found to mediate the association between digital marketing and purchase intentions. Finally, consumer trust moderates the relationship between digital marketing and consumer engagement.Research limitations/implicationsGiven digital marketing is evolving with new tools and channels coming up by the day, we recommend that future studies should explore others such as search engine marketing, affiliate marketing, content marketing, display advertisement etc. These will help give a broader perspective to the digital marketing strategy and its effect on consumers’ purchase intentions of banks’ services.Practical implicationsThe study makes a strong case for the use of multi-channel and/or integrative approach, improving digital infrastructure and systems, adopting new and emerging digital tools/channels such as artificial intelligence, chatbots among others to facilitate digital marketing strategy implementation while ensuring active consumer engagement. It further underscores the need for managers to build trust and regularly engage consumers through their digital marketing channels.Originality/valueThe integration of the variables in the study provides new empirical understanding and extends knowledge in digital marketing theory. It also serves as a foundation for future studies to explore other areas in the digital marketing, especially from a developing digital economies perspective.

Pengaruh Content Marketing dan Influencer Marketing terhadap Keputusan Pembelian Handphone Vivo: Studi Kasus Konsumen Handphone Vivo Kota Bengkulu

This research aims to determine the influence of content marketing and influencer marketing on Vivo cellphone purchasing decisions (case study of Vivo cellphone consumers in the city of Bengkulu). This research is quantitative research, the object of this research is Vivo cellphone consumers in the city of Bengkulu with a sample of 96 respondents, using a purposive sampling technique. Data was collected through questionnaires and analyzed using the multiple linear regression method. Based on the results of multiple linear regression, the regression equation Y = = 4.468 + 0.267 (X1) + 0.570 (X2) is obtained. The results of the hypothesis test show that content marketing has a significant influence on the decision to purchase a Vivo cellphone, with a significant level (0.007 < 0.050), and influencer marketing has a significant influence on the decision to purchase a Vivo cellphone, with a significant level (0.000 < 0.050), testing the hypothesis test f shows that content marketing and influencer marketing have a significant influence on Vivo cellphone purchasing decisions at a significant level (0.000 < 0.050). .This means that the results of the t test analysis state that the results are significant for all variables and the hypothesis is accepted. The results of multiple regression analysis also show a coefficient of determination of 0.432, which means that the content marketing and influencer marketing variables influence consumer purchasing decisions by 43.2%, while 56.8% is influenced by other variables not observed in this research.

The Impact of Brand Image on Purchasing Decisions on 3 Second Brand Products

This study aims to determine whether product design and content marketing variables affect purchasing decisions on products from 3Second brands with brand image as an intervening variable. This study took samples from consumers who were in the Special Region of Yogyakarta. The sampling method is non-probability, and the sampling technique uses purposive sampling. Data collection was done through a messenger with questionnaires sent via Whatsapp. The number of respondents processed was 105 respondents and the data was analyzed using SPSS. The results showed that the variables of product design, content marketing and brand image had a positive and significant effect on purchasing decisions. The results also showed that product design and content marketing variables had a positive and significant effect on brand image. Product design variables mediated by brand image have a positive and significant influence on purchasing decisions. Content marketing variables mediated by brand image have a positive and significant influence on purchasing decisions.