The Influence of Interactive Content and Influencers on The Purchase Decisions of Micro, Small, and Medium Enterprises in Palopo City
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Abstract
This research is motivated by the increasing use of digital media as a marketing tool, where interactive content and influencers have become strategies widely used by companies to attract attention and encourage consumers in making purchasing decisions. This study aims to analyze the influence of interactive content and influencers on consumer purchasing decisions. The research method used is a quantitative method with a population of all MSME consumers in Palopo City who have purchased MSME products. The sampling technique used purposive sampling with the determination of the number of samples using the MoE formula so that a sample size of 100 samples was obtained. Data analysis included descriptive and inferential analysis using SmartPLS. The results of the study show that: Interactive content has a positive and significant effect on purchasing decisions, influencers have a positive and significant effect on purchasing decisions and simultaneously interactive content and influencers have a positive and significant effect on purchasing decisions. These findings indicate that a digital marketing strategy that combines interactive content and influencers is effective in increasing consumer interest and purchasing decisions.
Keywords:
Interactive Content Influencers Purchasing DecisionsReferences
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