Pengaruh Key Opinion Leader (KOL) dan Content Marketing terhadap Keputusan Pembelian Steak Sultan 99
DOI:
https://doi.org/10.61404/mutiara.v4i3.587Keywords:
KOL, Content, Purchasing, CulinaryAbstract
Digital marketing increasingly influences how consumers search for information and choose products, particularly in the culinary industry, which faces intense competition. Key Opinion Leaders (KOLs) and Content Marketing are widely utilized to attract attention, provide information, and influence purchasing decisions, although previous research has reported mixed findings. This study aims to examine the partial and simultaneous effects of KOLs and Content Marketing on consumer purchasing decisions at Steak Sultan 99. The study employed an associative quantitative approach involving 100 respondents selected through purposive sampling, namely consumers aged at least 15 years, residing in Depok City, and having previously purchased Steak Sultan 99 products. Data were collected using a Likert-scale questionnaire and analyzed using multiple linear regression, t-test, F-test, and the coefficient of determination through IBM SPSS Statistics 26. The results indicate that KOLs do not have a significant effect, whereas Content Marketing has a positive and significant effect and serves as the dominant predictor. Simultaneously, both variables have a significant effect, with an R Square value of 0.449 in the context of a local steak business.
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