Abstract:
Purpose
This paper aims to analyze the determinants of purchase intention in content marketing by assessing the compelling determinants and repelling determinants as well as word of mouth was identified as moderating influence.
Design/Methodology/Approach
In order to conduct this study, quantitative research was chosen with 34 statements of questionnaire. An online survey was used to collect 384 respondents data from young Indonesian LINE Messenger users by using non-probability sampling method. Statistical tools was run to identify the construct validity of response using factor analysis technique. Moreover, the two ways regression and Hayes Method was performed as a tool to test hypotheses.
Findings
The results show that all compelling determinants expected to influence purchase intention positively were found significant except pleasantness, whose impact was not significant. The repelling determinant – intrusiveness also did not have significant influence. However, the moderating impact of word of mouth on interaction between all determinants to purchase intention was found significant.
Originality/Value
The study regarding the determinants of purchase intention in content marketing has not been done before. Furthermore, it is not found the similar object study about content marketing in instant messenger within the prior studies. There is limited study investigating the content marketing towards purchase intention with concept of compelling and repelling determinants.
