Track: Undergraduate Student Paper Competition

Abstract

This study aims to determine and analyze the relationship between Content Marketing, Influencer Marketing, Electronic word of mouth (e-WOM), and Consumer Purchase Decisions for Fresh Bakery consumers in Palembang City. This study uses primary and secondary data. Primary data was obtained from questionnaires, and secondary data was obtained from journals or books. The research design uses a quantitative approach with a total of 120 respondents. The data analysis technique used is SEM analysis with the PLS 3.0 program. The results of this study indicate that Content Marketing has a positive effect on Consumer Purchase Decisions and Influencer Marketing has a positive effect on Consumer Purchase Decisions, and Electronic Word of Mouth (E-WOM) has succeeded in moderating the relationship between Content Marketing and Influencer Marketing. This research is expected to be useful for Fresh Bakery companies in the city of Palembang to improve a broader marketing strategy.