Pengaruh Copywriting, Content Marketing dan Social Media Marketing Terhadap Minat Beli Konsumen Pada UMKM Mika Hijab Store Solo
Keywords:
copywriting, content marketing, social media marketingAbstract
This research was conducted to determine the influence of copywriting, content marketing and social media marketing on consumer buying interest at the UMKM Mika Hijab Store Solo. This research used a sample of 75 samples from several locations in SoloRaya. This research uses a quantitative approach using primary data through distributing questionnaires and secondary data via the Mika Hijab Store Solo Instagram social media account or the @mikastore.pusat account. The sample used in this research was systematic sampling. All research data was processed using the SPSS 23 statistical software application. This research complies with the rules and meets the requirements for validity, reliability tests, and is free from heteroscedasticity, multicollinearity, autocorrelation and passes the normality test. The F test gives a significant result of <0.05, which means that the variables copywriting, content marketing and social media marketing together have a positive effect on purchasing interest. Tests carried out in the t test showed the results that the copywriting variable had no significant effect and the content marketing and social media marketing variables had a significant effect on purchase interest. Then, in the coefficient of determination test, the Adjust R2 data results were 58.5%, where the variables copywriting, content marketing and social media marketing had an influence on consumer buying interest.References
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