PENGARUH SOCIAL MEDIA MARKETING DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK HEROCYN (STUDI KASUS PADA KONSUMEN PRODUK HEROCYN DI SURABAYA)

Abstract

This research ained to find out the effect of social media marketing and content marketing of PT Coronet Crown in promoting Herocyn product in Surabaya. The population was all consumers who belonged to Z of the Millenial Generation, had used the product, and stayed in Surabaya. Through social media and content marketing, the product was effectively promoted to the consumers. Howerver, since may companies used those kinds of marketing, the management had to develop some strategies in social media. The research was quantitative. Moreover, the data collection technique used purposive sampling with a questionnaire as the instrument. In line with that, there were 98 respondents as the sample. The data analysis technique used multiple linear regression. Furtermore, the instrument test used validity and reliability test. Proper model test used f-test, multiple coefficient determinant, and hypothesis test used t-test. The result showed that social media marketing had a positive but insignificant effect on purchasing decisions. It happened as the Herocyn had been known since 1980. Consequently, the counsumers believed in the quality of it. However, content marketing had a positive and significant effect on the purchasing decisions. This was caused since the consumers had to know the product’s strengths first.