Pengaruh Content Marketing Terhadap Minat Beli (Studi pada Akun Media Sosial Instagram Restoran Sambel Hejo Sambel Dadak)
DOI:
https://doi.org/10.37385/ceej.v7i3.11852Keywords:
Content Marketing, Minat Beli, Instagram, Pemasaran Digital, Restoran Sunda.Abstract
Tingginya penggunaan media sosial mendorong perusahaan memanfaatkan content marketing sebagai strategi untuk menarik perhatian dan meningkatkan minat beli konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh content marketing terhadap minat beli pada akun Instagram Restoran Sambel Hejo Sambel Dadak (@shsd.id). penelitian menggunakan metode kuantitatif dengan pendekatan survei. Sampel ditetapkan sebanyak 100 responden berusia 20-35 tahun yang pernah melihat dan berinteraksi dengan konten akun tersebut pada periode Juli–Desember 2025, dipilih menggunakan teknik non-probability sampling dengan pendekatan purposive sampling. Data dikumpulkan melalui kuesioner berskala Likert dan dianalisis menggunakan regresi linear sederhana dengan SPSS. Hasil penelitian menunjukkan bahwa content marketing berpengaruh positif signifikan terhadap minat beli, dengan nilai t hitung = 8,133 > t tabel 1,984, dan signifikansi 0,000<0,05. Koefisien determinasi sebesar 0,403 yang berarti 40,3% variasi dalam minat beli diperngaruhi oleh variabel content marketing.
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