Hardindawati, Syella Seputri (2026) Pengaruh Influencer dan Content Marketing Terhadap Keputusan Pembelian Kembali Melalui Kepercayaan Konsumen Pada UMKM Omah Pentol Madiun. S1 thesis, Universitas PGRI Madiun.
![[img]](https://eprint.unipma.ac.id/style/images/fileicons/text.png) |
Text
COVER SKRIPSI.pdf Download (487kB) |
|
Text
ABSTRAK.pdf Download (355kB) |
|
Text
BAB I.pdf Download (271kB) |
|
Text
BAB II.pdf Download (451kB) |
|
Text
BAB III.pdf Restricted to Repository staff only Download (222kB) | Request a copy |
|
Text
BAB IV.pdf Restricted to Repository staff only Download (338kB) | Request a copy |
|
Text
BAB V.pdf Download (81kB) |
|
Text
DAFPUS.pdf Download (165kB) |
|
Text
Lampiran.pdf Restricted to Repository staff only Download (7MB) | Request a copy |
Abstract
The development of social media has encouraged Micro, Small, and Medium Enterprises (MSMEs) to utilize digital marketing strategies through influencers and content marketing to enhance consumers’ repurchase decisions. However, Omah Pentol Madiun MSME continues to experience relatively stagnant revenue despite actively implementing both strategies. This study aims to analyze the influence of influencers and content marketing on repurchase decisions through consumer trust at Omah Pentol Madiun MSME. This research employed a quantitative approach with an explanatory research design. The sample consisted of 301 respondents selected using purposive sampling. Data were collected through questionnaires and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM) with the assistance of SmartPLS 3.3.6 software. The results indicate that influencers and content marketing have a positive and significant effect on both consumer trust and repurchase decisions. Consumer trust was also found to have a positive and significant effect on repurchase decisions. Furthermore, consumer trust was proven to mediate the relationship between influencers and content marketing and repurchase decisions. Therefore, consumer trust plays a crucial role in enhancing the effectiveness of digital marketing strategies and fostering consumer loyalty. It is recommended that MSMEs improve the quality of their digital content, collaborate with credible influencers, and consistently maintain product quality to strengthen consumer trust and encourage repeat purchases. Keywords: Influencer, Content Marketing, Consumer Trust, Repurchase Decision
| Item Type: | Thesis/Skripsi/Tugas Akhir (S1) |
|---|---|
| Kata Kunci: | Influencer;Content Marketing;Kepercayaan Konsumen;Keputusan Pembelian Kembali. Influencer;Content Marketing;Consumer Trust;Repurchase Decision. |
| Subjects: | A Social Sciences > HF Commerce |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | HARDINDAWA SEPUTRI SYELLA |
| Date Deposited: | 22 Oct 2026 08:33 |
| Last Modified: | 22 Oct 2026 08:33 |
| URI: | http://eprint.unipma.ac.id/id/eprint/10600 |
Actions (login required)
 |
View Item |
