DETERMINAN MINAT BELI PADA UMKM KULINER MELALUI INFLUENCER MARKETING DAN CONTENT MARKETING

Authors

  • Saharuddin Saharuddin Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
  • Yusrab Ardianto Sabban Sekolah Tinggi Ilmu Ekonomi Amkop Makassar
  • Muhammad Fachmi Universitas Negeri Surabaya

DOI:

https://doi.org/10.25273/capital.v8i2.21191

Keywords:

Pemengaruh Pemasaran; Pemasaran Konten; Kesadaran merek; Minat beli; UMKM kuliner.

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Influencer Marketing dan Content Marketing terhadap minat beli konsumen pada UMKM kuliner, serta peran mediasi Brand Awareness dalam hubungan antara Influencer Marketing dan Content Marketing terhadap minat beli konsumen. Pendekatan yang digunakan adalah kuantitatif dengan lokasi penelitian di Provinsi Sulawesi Selatan. Populasi yang diteliti adalah konsumen UMKM kuliner di tiga wilayah yang merepresentasikan UMKM kuliner, yakni Kota Makassar, Kabupaten Maros, dan Kota Pare-Pare. Sampel penelitian terdiri dari 180 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan menggunakan Path Analysis serta uji Sobel untuk menguji efek mediasi. Hasil penelitian menunjukkan bahwa Influencer Marketing dan Content Marketing secara positif dan signifikan mempengaruhi Brand Awareness. Selain itu, Influencer Marketing, Content Marketing, dan Brand Awareness juga berpengaruh positif dan signifikan terhadap minat beli konsumen. Temuan ini mengonfirmasi bahwa Brand Awareness memediasi pengaruh Influencer Marketing dan Content Marketing terhadap minat beli konsumen secara positif dan signifikan pada UMKM kuliner di Provinsi Sulawesi Selatan. Implikasi penelitian ini menunjukkan bahwa strategi pemasaran digital, seperti Influencer Marketing dan Content Marketing, efektif dalam meningkatkan minat beli konsumen melalui peningkatan Brand Awareness.

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Published

2025-03-01

Issue

Vol. 8 No. 2 (2025)

Section

Articles

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