PENGARUH STRATEGI KONTEN MARKETING PRODUK BITTERSWEET BY NAJLA DALAM KEPUTUSAN PEMBELIAN DI SURABAYA

Abstract

The development of technology is becoming more sophisticated, and the acceleration of the
world is increasing over time, including in the field of online marketing. This research aims to
examine the influence of the marketing strategy of Bittersweet by Najla on purchasing decisions
in Surabaya. The population and sample in this study are all Najla consumers in Surabaya who
made purchases and consumed the products during a certain period. The research method used
is a mixed method, which combines quantitative and qualitative approaches. The research
variables consist of independent variables: influencer (X1), content advertisement (X2), brand
image (X3), and the dependent variable of purchasing decision (Y). The data analysis technique
used is multiple linear regression. The results of the study prove that influencers and brand
image do not have a significant influence on purchasing decisions. Meanwhile, content
advertisements have a significant influence on purchasing decisions. This shows that the
combination of content used by Najla, which includes calls to interact, persuasion, and active
engagement, is able to elicit responses from consumers to build a close relationship with
Bittersweet by Najla. This active content activity is able to have a positive and significant impact
on purchasing decisions. As a result, content advertisements have a significant effect on the
purchasing decisions of Bittersweet by Najla’s dessert box products