Analisis Personal Branding dan Pemasaran Konten dalam Meningkatkan Minat Beli Produk Lokal di Jawa Tengah
DOI:
https://doi.org/10.58812/jekws.v4i03.3775Kata Kunci:
Personal Branding, Pemasaran Konten, Minat Beli, Produk Lokal, Pemasaran DigitalAbstrak
Meningkatnya penggunaan platform digital telah menciptakan peluang besar bagi bisnis lokal untuk memperkuat keterlibatan konsumen dan memperluas pasar mereka. Personal branding dan content marketing dianggap sebagai strategi penting untuk membangun kredibilitas, mengkomunikasikan nilai produk, dan mendorong minat beli konsumen. Studi ini bertujuan untuk menganalisis pengaruh personal branding dan content marketing terhadap minat konsumen dalam membeli produk lokal di Jawa Tengah. Pendekatan kuantitatif dengan desain penelitian eksploratif digunakan. Data dikumpulkan dari 100 responden yang telah melihat konten promosi terkait produk lokal dari Jawa Tengah melalui media sosial dan platform digital lainnya. Responden dipilih menggunakan purposive sampling, dan data penelitian dikumpulkan melalui kuesioner terstruktur yang diukur menggunakan skala Likert lima poin. Data dianalisis menggunakan IBM SPSS Statistics versi 25 melalui analisis deskriptif, uji validitas dan reliabilitas, uji asumsi klasik, regresi linier berganda, uji t parsial, uji F simultan, dan koefisien determinasi. Hasil penelitian menunjukkan bahwa personal branding memiliki pengaruh positif dan signifikan terhadap minat beli, dengan koefisien regresi 0,382, nilai t 4,897, dan nilai signifikansi di bawah 0,001. Content marketing juga memiliki pengaruh positif dan signifikan terhadap minat beli, dengan koefisien regresi 0,451, nilai t 6,178, dan nilai signifikansi di bawah 0,001. Secara simultan, personal branding dan content marketing secara signifikan memengaruhi minat beli, seperti yang ditunjukkan oleh nilai F 99,364 dan nilai signifikansi di bawah 0,001. Koefisien determinasi sebesar 0,672 menunjukkan bahwa kedua variabel tersebut menjelaskan 67,2% variasi minat beli. Content marketing ditemukan sebagai variabel yang lebih dominan. Temuan ini menunjukkan bahwa menggabungkan personal branding yang kredibel dengan konten yang informatif, relevan, dan menarik secara visual dapat secara efektif meningkatkan minat konsumen untuk membeli produk lokal di Jawa Tengah.
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