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  2. Vol 14, No 1 (2025)
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PENGARUH KONTEN MARKETING DAN MARKETPLACE TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN (STUDI KASUS TOKO BATIK DEANDRA)

Adi Surya R(1), Yopita Yopita(2),


(1) Fakultas Ekonomi dan Manajemen, Universitas Malahayati, Bandar Lampung, Lampung
(2) Fakultas Ekonomi dan Manajemen, Universitas Malahayati, Lampung
Corresponding Author

Abstract


The advancement of digital technology has encouraged businesses, especially micro, small, and medium enterprises (MSMEs), to utilize content marketing and marketplace platforms to reach a wider consumer base. This study aims to analyze the influence of content marketing and marketplaces on consumer purchasing decisions, with a case study on Batik Deandra, an MSME actively engaged in digital marketing. The research adopts a quantitative approach using a questionnaire distributed to 100 respondents. Data were analyzed using multiple linear regression. The results indicate that both content marketing and marketplace presence have a significant and positive influence-both simultaneously and partially-on consumer purchasing decisions. These findings highlight the strategic importance of quality content and optimized use of marketplace features in enhancing consumer engagement and purchase conversion, particularly in the MSME sector.

Keywords


Content Marketing, Marketplace, Purchasing Decision, Consumer

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DOI: 10.56327/signaling.v14i1.1827

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