THE EFFECT DIGITAL CONTENT MARKETING AND PRODUCT QUALITY ON PURCHASING DECISIONS THROUGH BUYING INTEREST AS INTERVENING VARIABLE
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May 20, 2022
Keywords:
digital content marketing, product quality, purchasing decisions, buying interest
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Computer Science
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Abstract
Social media is a means of selecting and seeking information, including in the form of products and services needed. This is used by business people as a marketing opportunity in reading consumer behavior when searching, choosing, and considering a product online. This study aims to examine the effect of digital content marketing and the product quality on purchasing decisions for Scarlett products through buying interest as an intervening variable. The population of this research is the people of Surabaya, with a sampling technique using purposive sampling for 108 respondents. Processing data using path analysis technique with SmartPLS version 3.3.9. The results of this study are that there is a direct influence of digital content marketing on buying interest, product quality on buying interest, product quality on purchasing decisions, and buying interest on purchasing decisions stated to have a positive and significant effect. The direct influence of digital content marketing on purchasing decisions has no effect. In addition, the indirect effect of digital content marketing on purchasing decisions through buying interest as an intervening mediation variable shows no effect. The influence of product quality on purchasing decisions through buying interest as an intervening mediation variable has a positive and significant influence partially (partial mediation).
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Chasanah, H. F. and Saino (2022) “THE EFFECT DIGITAL CONTENT MARKETING AND PRODUCT QUALITY ON PURCHASING DECISIONS THROUGH BUYING INTEREST AS INTERVENING VARIABLE”, Jurnal Mantik, 6(1), pp. 551-559. Available at: https://iocscience.org/ejournal/index.php/mantik/article/view/2312 (Accessed: 11May2026).
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[23] Satria, A. A. (2017). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Perusahaan A-36. Jurnal Manajemen Dan Start-Up Bisnis, 2. https://doi.org/10.34127/jrlab.v6i1.169
[24] Tanjung, G. (2020). Pengaruh Youtube Beauty Vlogger Terhadap Minat Beli Konsumen Dan Dampaknya Terhadap Keputusan Pembelian Produk. 1–64.
[25] Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). CV. Andi Offset.
[26] Tyassari, P., Wulandari, W., & Hastuti, T. (2022). Analisis Pengaruh Kualitas Produk Dan Citra Merek Smartphone Merek Oppo Terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening. Conference on Economic and Business Innovation, 19(11), 3–16.
[2] Abdurrahim, & Sangen, M. (2019). Pengaruh Content Marketing, Sales Promotion, Personal Selling, dan Advertising terhadap Minat Beli Konsumen pada Hotel Biuti di Banjarmasin. Jurnal Sains Manajemen Dan Kewirausahaan, 3(1), 42–47. http://ppjp.ulm.ac.id/journal/index.php/jsmk
[3] Adanna, R. (2019). Skin Care, Memang Butuh Atau Sebatas Keinginan? 4 Desember 2019. https://www.ibec-febui.com/skin-care-butuh-atau-keinginan/
[4] Anam, M. S., Nadila, D. L., Anindita, T. A., & Rosia, R. (2020). Pengaruh Kualitas Produk, Harga dan Brand Image terhadap Keputusan Pembelian Produk Hand and Body Lotion Merek Citra. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 120–136. https://doi.org/10.36778/jesya.v4i1.277
[5] Astuti, R., Ardila, I., & Lubis, R. R. (2021). The Effect of Promotion and Product Quality on the Purchase Decision of Converse Brand Shoes. 2(2), 204–219.
[6] Ekasari, R., & Mandasari, E. D. (2021). Pengaruh Kualitas Produk , Digital Marketing Dan Citra Merek Terhadap Keputusan Pembelian Lipcream Pixy. 4(1), 1–10.
[7] Fadhilah, & Saputra, G. G. (2021). Pengaruh Content Marketing dan E-WOM pada Media Sosial TikTok Terhadap Keputusan Pembelian Generasi Z. INOVASI: Jurnal Ekonomi, Keuangan Dan Manajemen, 17(3), 505–512. https://journal.feb.unmul.ac.id/index.php/INOVASI
[8] Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (1998). Multivariate Data Analysis.
[9] Hartati, B. (2021). Pengaruh Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Melalui Minat Beli Produk Cosmetics Jafra Pada PT. Jafra Cosmetics Indonesia. Jurnal Manajemen Terapan Dan Keuangan, 10(01), 123–137. https://doi.org/10.22437/jmk.v10i01.12653
[10] Hermanto, A., Gaol, L., Kumar, H., & Sibarani, H. J. (2021). Pengaruh Minat Beli , Karakteristik Produk Dan Penilaian Konsumen Terhadap Pembelian Produk Selama Pandemi Covid-19 Pada Pengguna Aplikasi Online Di Kota Medan. Jurnal Akmami, 2(2), 350–356. http://jurnal.ceredindonesia.or.id/index.php/akmami/article/view/183
[11] Huda, I. U., Karsudjono, A. J., & Darmawan, R. (2021). Pengaruh Content Marketing Dan Lifestyle Terhadap Keputusan Pembelian Pada Usaha Kecil Menengah Di Media Sosial. Al-KALAM JURNAL KOMUNIKASI, BISNIS DAN MANAJEMEN, 8(1), 32. https://doi.org/10.31602/al-kalam.v8i1.4156
[12] Insights, G. D. (2021). Digital 2021: Indonesia Hootsuite We are Social Indonesian. 11 February 2021. https://datareportal.com/reports/digital-2021-indonesia
[13] Maulidiyah, R. N. (2021). Pengaruh Brand Image, Content Marketing, Dan Kepercayaan Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening Pada Produk Sabun Pemutih Gluta Collagen Soap. http://digilib.uinsby.ac.id/id/eprint/50914
[14] Mumtaz, Z. S., & Saino. (2021). The Effect Of Using The TikTok Application as a Promotional Medium and The Glow Up Trend on Interest in Buying Beauty Products. Manajemen, 13(2), 282–291.
[15] Peter, J. P., & Olson, J. C. (2013). Consumer Behavior & Marketing Strategy (M. Masykur (ed.); 9th ed.). McGraw-Hill Education & Salemba Empat.
[16] Prabowo, H., Senowarsito, Prabowo, A., & Indriasari, I. (2022). Pembuatan Konten Marketing Produk Bumdes Untuk Peningkatkan Minat Dan Keputusan Pembelian. 1(4), 583–588.
[17] Raga, H. E., Agung, A. A. P., & Anggraeni, N. P. N. (2021). Pengaruh Digital Marketing, Kualitas Produk Dan Harga Terhadap Minat Beli Pada Produk Kuliner Tegal Dadong. 2, Nomor 2.
[18] Rahman, T. (2019). Pengaruh Content Marketing Terhadap Keputusan Pembelian Dengan Minat Beli Sebagai Variabel Intervening (Studi Pada Konsumen Caffe Go-Kopi Di Kota Malang). Skripsi Respositari UIN MMI Malang, 1–147.
[19] Rif’an, M., & Soemartono, H. K. (2020). Asosiasi Penyelenggara Jasa Internet Indonesia. In Buletin APJII (p. 1). Asosiasi Penyelenggara Jasa Internet Indonesia.
[20] Rizaty, M. A. (2021). Industri Kosmetik Tumbuh 5 , 59 Persen , Ini Merek Perawatan Tubuh Terlaris pada Agustus 2021 La Mer Original Online Store - Gratis Gift Wrapping La Mer Original Online Store - Gratis Gift Wrapping. 5 Oktober 2021. https://databoks.katadata.co.id/datapublish/2021/10/05/industri-kosmetik-tumbuh-559-persen-ini-merek-perawatan-tubuh-terlaris-pada-agustus-2021
[21] Rosanti, N., Karta Negara Salam, & Panus. (2021). The Effects of Brand Image and Product Quality on Purchase Decisions. Quantitative Economics and Management Studies, Journal Mantik, 2(6), 365–375. https://doi.org/10.35877/454ri.qems360
[22] Rosnaini, D. (2019). Kualitas Produk dan Kepuasan Pelanggan (Issue May 2017).
[23] Satria, A. A. (2017). Pengaruh Harga, Promosi, Dan Kualitas Produk Terhadap Minat Beli Konsumen Pada Perusahaan A-36. Jurnal Manajemen Dan Start-Up Bisnis, 2. https://doi.org/10.34127/jrlab.v6i1.169
[24] Tanjung, G. (2020). Pengaruh Youtube Beauty Vlogger Terhadap Minat Beli Konsumen Dan Dampaknya Terhadap Keputusan Pembelian Produk. 1–64.
[25] Tjiptono, F. (2015). Strategi Pemasaran (4th ed.). CV. Andi Offset.
[26] Tyassari, P., Wulandari, W., & Hastuti, T. (2022). Analisis Pengaruh Kualitas Produk Dan Citra Merek Smartphone Merek Oppo Terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening. Conference on Economic and Business Innovation, 19(11), 3–16.
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