Pengaruh Kredibilitas Public Figure Korea Selatan dan Konten Marketing terhadap Keputusan Pembelian dengan Minat Beli sebagai Variabel Intervening

Abstract

The purpose of this study is to analyse the influence of the credibility of the South Korean Public Figure and Content Marketing on partially Purchase Decision, and there is Purchase Intention as an intervening variable. The unit of analysis of this research involves respondents who have seen, read, or heard of the Korean wave (Hallyu), South Korean public figures and related marketing content about it. The primary way to collect data is through a questionnaire. The analysis used includes parametric statistics. The hypothesis tests suggest that Content Marketing on Purchase Decision is acceptable. Then, results the path analysis indicates that Purchase Intention is an intervening variable. The results of the path analysis calculation, the best value is the influence of Content Marketing on Purchase Decision through Purchase Intention of 0,255.