?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+KONTEN+PEMASARAN+DIGITAL+TERHADAP+NIAT+BELI%0D%0AYANG+DI+MEDIASI+VARIABEL+KEPERCAYAAN+PADA+PRODUK%0D%0A%0D%0AFASHION+ERIGO&rft.creator=Nati%2C++I+Ilmi%09&rft.subject=330+Ekonomi&rft.description=Perkembangan+media+sosial%2C+platform+e-commerce%2C+dan+teknologi+periklanan+online%0D%0Atelah+membuka+peluang+baru+dan+mengubah+cara+perusahaan+berinteraksi+dengan%0D%0Akonsumen.+Pemasaran+digital+tidak+hanya+menjadi+alat+promosi%2C+tetapi+juga%0D%0Amempengaruhi+keputusan+pembelian+secara+keseluruhan.+Penelitian+ini+bertujuan%0D%0Auntuk+menguji+pengaruh+konten+pemasaran+digital+terhadap+niat+beli+yang+dimediasi%0D%0Aoleh+variabel+kepercayaan.+Populasi+yang+digunakan+dalam+penelitian+ini+adalah%0D%0Amasyarakat+yang+pernah+melihat+tayangan+konten+pemasaran+Erigo.+Mengunakan%0D%0Ametode+non+probability+sampling+dalam+menentukan+jumlah+sampel%2C+dan+dihasilkan%0D%0Asebanyak+100+responden.+Sebagai+penelitian+kuantitatif%2C+maka+data+diambil+secara%0D%0Aprimer+melalui+penyebaran+kuesioner+menggunakan+Google+Form.+Metode+analisis%0D%0Adata+yaitu+analisis+deskriptif+dengan+menggunakan+software+SEM+PLS.+Hasil%0D%0Apenelitian+menunjukan+bahwa+konten+pemasaran+digital+berpengaruh+pada%0D%0Akepercayaan%2C+kepercayaan+memiliki+pengaruh+pada+niat+beli+dan+konten+pemasaran%0D%0Adigital+tidak+berpengaruh+pada+niat+beli.+Hal+ini+menandakan+kepercayaan+sebagai%0D%0Avariabel+mediasi+memiliki+peran+penuh+dalam+hubungan+antar+variabel+tersebut.%0D%0A%0D%0AKata+Kunci%3A+Konten+pemasaran+digital%2C+kepercayaan%2C+niat+beli+dan+konsumen%0D%0A%0D%0AThe+development+of+social+media%2C+e-commerce+platforms%2C+and+online+advertising%0D%0Atechnology+has+opened+new+opportunities+and+transformed+the+way+companies%0D%0Ainteract+with+consumers.+Digital+marketing+has+evolved+beyond+being+merely+a%0D%0Apromotional+tool%3B+it+also+significantly+influences+overall+purchasing+decisions.+This%0D%0Aresearch+aims+to+examine+the+impact+of+digital+marketing+content+on+purchase%0D%0Aintention%2C+mediated+by+the+variable+of+trust.+The+study's+population+consists+of%0D%0Aindividuals+who+have+viewed+Erigo's+marketing+content.+Using+a+non-probability%0D%0Asampling+method+to+determine+the+sample+size%2C+100+respondents+were+selected.+As%0D%0Aa+quantitative+study%2C+primary+data+were+collected+through+the+distribution+of%0D%0Aquestionnaires+using+Google+Forms.+The+data+were+analyzed+descriptively+using%0D%0ASEM+PLS+software.+The+research+findings+indicate+that+digital+marketing+content%0D%0Ainfluences+trust%2C+trust+affects+purchase+intention%2C+and+digital+marketing+content+does%0D%0Anot+directly+impact+purchase+intention.+This+signifies+that+trust%2C+as+a+mediating%0D%0Avariable%2C+plays+a+crucial+role+in+the+relationship+between+these+variables.%0D%0A%0D%0AKeywords%3A+Digital+marketing+content%2C+trust%2C+purchase+intention%2C+and+consumers.&rft.publisher=FAKULTAS+EKONOMI+DAN+BISNIS&rft.date=2024-05-15&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86712%2F1%2FAbstrak%2520-%2520Natii%2520Ilmi.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86712%2F2%2FSkripsi%2520Full-%2520Natii%2520Ilmi.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F86712%2F3%2FSkripsi%2520tanpa%2520pembahasan-%2520Natii%2520Ilmi.pdf&rft.identifier=++Nati%2C+I+Ilmi+++(2024)+PENGARUH+KONTEN+PEMASARAN+DIGITAL+TERHADAP+NIAT+BELI+YANG+DI+MEDIASI+VARIABEL+KEPERCAYAAN+PADA+PRODUK+FASHION+ERIGO.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F86712%2F