PENGARUH CONTENT MARKETING, SOCIAL MEDIA INFLUENCER, DAN GAYA HIDUP TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN PADA E-COMMERCE (STUDI KASUS PENGGUNA INSTAGRAM DAN TIKTOK DI SUKABUMI)

This research aims to analyze the influence of Content Marketing, Social Media Influencers, and Lifestyle in influencing consumer purchasing decisions on e-commerce, on Instagram and TikTok users in Sukabumi City/Regency. This research uses a quantitative method with the sampling technique used in this research using a non-probability sampling method and data collection techniques through distributing questionnaires online involving 343 respondents who live in Sukabumi City/Regency. The data analysis technique uses the SPSS 26 ver (Statistics Program for Social Science) program. The research results show that Content Marketing, Social Media Influencers, and Lifestyle have a significant and positive influence on consumer purchasing decisions in e-commerce. Multiple linear regression shows that these three variables have a significant contribution to consumer purchasing decisions. These findings show that an effective Content Marketing strategy, combined with the power of Social Media Influencers, can significantly increase the probability of consumer purchasing decisions on e- commerce, taking into account lifestyle factors. This research contributes to the understanding of how the synergy of these three elements can be optimized to influence consumer behavior by considering the characteristics of their lifestyle in the digital era.

Keywords: Content Marketing, Social Media Influencers, Lifestyle, and Consumer Purchasing Decisions