@mastersthesis{eprints60465,
           title = {THE EFFECT OF DIGITAL CONTENT MARKETING
TOWARDS PURCHASE INTENTION
(STUDY ON SOCIAL MEDIA OF

IKEA INDONESIA FURNITURE RETAIL COMPANY)},
          school = {UNIVERSITAS LAMPUNG},
          author = {		1711011088 NANDA DESYANTI},
            year = {2021},
             url = {http://digilib.unila.ac.id/60465/},
        abstract = {ABSTRACT

THE EFFECT OF DIGITAL CONTENT MARKETING
TOWRADS PURCHASE INTENTION
(STUDY ON SOCIAL MEDIA OF IKEA INDONESIA
FURNITURE RETAIL COMPANY)

By
NANDA DESYANTI

Throughout the massive improvement of digital business industry,
IKEA Indonesia existed the digital platform of its business as one of
marketing activity. The purpose of this study is to analyze the effect
of Digital Content Marketing towards Purchase Intention. The object
of this study is Social Media of IKEA Indonesia Furniture Retail
Company. This study utilize Digital Content Marketing, including
but not limited to Content Information, Content Entertainment,
Social Interaction, and Self-Expression as independent variable and
Purchase Intention as dependant variable. The data used in this
research was collected through questionnaire which distributed
digitally to 204 respondents by using purposive sampling method.
The analysis techniques of this study is Multiple Regression
Analysis. The result obtained from quantitative analysis from this
study shows that Content Information, Content Entertainment, and
Self-Expression have positive impact towards purchase intention.
The dimension of Digital Content Marketing of IKEA Indonesia
influenced Purchase Intention by 30.4\% and other variables not
examined.
Keywords: Digital Content Marketing, Purchase Intention, IKEA
Indonesia, Social Media

iv

ABSTRAK

THE EFFECT OF DIGITAL CONTENT MARKETING
TOWRADS PURCHASE INTENTION
(STUDY ON SOCIAL MEDIA OF IKEA INDONESIA
FURNITURE RETAIL COMPANY)

Oleh
NANDA DESYANTI

Sepanjang peningkatan masif dalam industri bisnis digital, IKEA
Indonesia hadir dan menggunakan platform digital dalam bisnsnya
sebagai bentuk aktivitas pemasaran. Tujuan dari penelitian ini adalah
menganalisis dampak dari Konten Pemasaran Digital terhadap Niat
Pembelian. Objek dari penelitian ini adalah Sosial Media perusahan
retail furnitur IKEA Indonesia. Penelitian ini menggunakan Konten
Pemasaran Digital, dengan dimensinya yaitu; Informasi Konten,
Konten Hiburan, Interaksi Sosial, dan Ekspresi Diri sebagai variabel
independen dan Niat Pembelian sebagai variabel dependen. Data
yang digunakan didapatkan melalui kuesioner digital yang
didistribusikan kepada 204 responden. Teknik analisis penelitian ini
menggunakan Analisis Regresi Berganda. Hasil yang didapatkan
melalui kuantitaif analisis adalah; Informasi Konten, Konten
Hiburan, dan Ekspresi Diri berpengaruh positif terhadap Niat
Pembelian. Dimensi dari Konten Pemasaran Digital dari IKEA
Indonesia berpengaruh sebesar 30.4\% sedangkan sisanya
dipengaruhi oleh variabel lain.
Keywords: Konten Pemasaran Digital, Niat Pembelian, IKEA
Indonesia, Sosial Media}
}