<> "The repository administrator has not yet configured an RDF license."^^ . <> . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY)"^^ . "ABSTRACT\r\n\r\nTHE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWRADS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF IKEA INDONESIA\r\nFURNITURE RETAIL COMPANY)\r\n\r\nBy\r\nNANDA DESYANTI\r\n\r\nThroughout the massive improvement of digital business industry,\r\nIKEA Indonesia existed the digital platform of its business as one of\r\nmarketing activity. The purpose of this study is to analyze the effect\r\nof Digital Content Marketing towards Purchase Intention. The object\r\nof this study is Social Media of IKEA Indonesia Furniture Retail\r\nCompany. This study utilize Digital Content Marketing, including\r\nbut not limited to Content Information, Content Entertainment,\r\nSocial Interaction, and Self-Expression as independent variable and\r\nPurchase Intention as dependant variable. The data used in this\r\nresearch was collected through questionnaire which distributed\r\ndigitally to 204 respondents by using purposive sampling method.\r\nThe analysis techniques of this study is Multiple Regression\r\nAnalysis. The result obtained from quantitative analysis from this\r\nstudy shows that Content Information, Content Entertainment, and\r\nSelf-Expression have positive impact towards purchase intention.\r\nThe dimension of Digital Content Marketing of IKEA Indonesia\r\ninfluenced Purchase Intention by 30.4% and other variables not\r\nexamined.\r\nKeywords: Digital Content Marketing, Purchase Intention, IKEA\r\nIndonesia, Social Media\r\n\r\niv\r\n\r\nABSTRAK\r\n\r\nTHE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWRADS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF IKEA INDONESIA\r\nFURNITURE RETAIL COMPANY)\r\n\r\nOleh\r\nNANDA DESYANTI\r\n\r\nSepanjang peningkatan masif dalam industri bisnis digital, IKEA\r\nIndonesia hadir dan menggunakan platform digital dalam bisnsnya\r\nsebagai bentuk aktivitas pemasaran. Tujuan dari penelitian ini adalah\r\nmenganalisis dampak dari Konten Pemasaran Digital terhadap Niat\r\nPembelian. Objek dari penelitian ini adalah Sosial Media perusahan\r\nretail furnitur IKEA Indonesia. Penelitian ini menggunakan Konten\r\nPemasaran Digital, dengan dimensinya yaitu; Informasi Konten,\r\nKonten Hiburan, Interaksi Sosial, dan Ekspresi Diri sebagai variabel\r\nindependen dan Niat Pembelian sebagai variabel dependen. Data\r\nyang digunakan didapatkan melalui kuesioner digital yang\r\ndidistribusikan kepada 204 responden. Teknik analisis penelitian ini\r\nmenggunakan Analisis Regresi Berganda. Hasil yang didapatkan\r\nmelalui kuantitaif analisis adalah; Informasi Konten, Konten\r\nHiburan, dan Ekspresi Diri berpengaruh positif terhadap Niat\r\nPembelian. Dimensi dari Konten Pemasaran Digital dari IKEA\r\nIndonesia berpengaruh sebesar 30.4% sedangkan sisanya\r\ndipengaruhi oleh variabel lain.\r\nKeywords: Konten Pemasaran Digital, Niat Pembelian, IKEA\r\nIndonesia, Sosial Media"^^ . "2021" . . . . . "UNIVERSITAS LAMPUNG"^^ . . . "FAKULTAS EKONOMI DAN BISNIS, UNIVERSITAS LAMPUNG"^^ . . . . . . . . . "\t\t1711011088"^^ . "NANDA DESYANTI"^^ . "\t\t1711011088 NANDA DESYANTI"^^ . . . . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (File PDF)"^^ . . . "ABSTRAK - NANDA.pdf"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (File PDF)"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "small.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "small.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (File PDF)"^^ . . . "SKRIPSI TANPA PEMBAHASAN - NANDA.pdf"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "indexcodes.txt"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "lightbox.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "preview.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "medium.jpg"^^ . . . "THE EFFECT OF DIGITAL CONTENT MARKETING\r\nTOWARDS PURCHASE INTENTION\r\n(STUDY ON SOCIAL MEDIA OF\r\n\r\nIKEA INDONESIA FURNITURE RETAIL COMPANY) (Other)"^^ . . . . . . "small.jpg"^^ . . "HTML Summary of #60465 \n\nTHE EFFECT OF DIGITAL CONTENT MARKETING \nTOWARDS PURCHASE INTENTION \n(STUDY ON SOCIAL MEDIA OF \n \nIKEA INDONESIA FURNITURE RETAIL COMPANY)\n\n" . "text/html" . . . "330 Ekonomi" . .