The Influence of Content Marketing and Social Media Marketing on Purchase Decisions through Purchase Intentions

Authors

  • Rully Ananda Politeknik Negeri Samarinda
  • Dedy Widayanto
  • Ainun Muhdiani
  • Sugeng Hariyadi Politeknik Negeri Samarinda
  • Bela Barus Politeknik Negeri Samarinda

Keywords:

content marketing, Social Media Marketing, purchase intention, purchase decision

Abstract

This study aims to analyze the effect of content marketing and social media marketing on purchase decisions through purchase intention among consumers at Dapur Dewi Sari SME in Samarinda. The research approach used is quantitative, with the research subjects being Samarinda residents aged over 18 years old who have visited Dapur Dewi Sari's social media and have made at least one purchase. The sampling technique used non-probability sampling with a purposive sampling method, involving 100 respondents as the research sample. Data collection was conducted through the distribution of questionnaires measured using a Likert scale. The data obtained was then analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method with the help of SmartPLS version 4.0 software. The results showed that content marketing, social media marketing, and purchase intention had a significant effect on purchase decision

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Published

30-04-2026

How to Cite

Rully Ananda, Dedy Widayanto, Ainun Muhdiani, Hariyadi, S., & Barus, B. (2026). The Influence of Content Marketing and Social Media Marketing on Purchase Decisions through Purchase Intentions. Marketing Innovation Journal (MIJ), 1(1), 22–35. Retrieved from https://ojs.polnes.ac.id/index.php/mij/article/view/182

Issue

Vol. 1 No. 1 (2026): Marketing Innovation Journal

Section

Articles

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Copyright (c) 2026 Rully Ananda, Dedy Widayanto, Ainun Muhdiani, Sugeng Hariyadi, Bela Barus

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