Implementation Of Digital Content Marketing As A Lifestyle Mediation In Purchasing Batik Jambi

Indonesia is the largest country in Southeast Asia with the largest digital economy in 2020. Lifestyle changes provide opportunities for local businesses to expand their marketing networks and be able to publish regional specialty products. Batik Jambi has enormous potential if it is promoted with an extensive network. Management in digital content marketing is thought to be the right choice to promote Jambi batik. The objectives of this research are: (1) To examine the influence of lifestyle on purchasing decisions; (2) Assessing the influence of lifestyle on digital content marketing; (3) Assessing the influence of digital content marketing on purchasing decisions; (4) Assessing the role of digital content marketing in mediating the influence of lifestyle on purchasing decisions. The population of this research is consumers who purchase goods through social media, while the sample is consumers who have at least more than two purchases of Jambi batik through social media as many as 200 people. The data method uses the data analysis method used by measuring Structural Equation Modeling (SEM) using the SmartPLS software. The results show that (1) digital content marketing shows a significant positive effect on purchasing decisions, the role of technology development is useful in delivering digital information that can improve purchasing decisions; (2) lifestyle shows a significant positive effect on digital content marketing, the higher the lifestyle changes, the application of digital content marketing must increase by adjusting the lifestyle; (3) lifestyle shows a significant positive effect on purchasing decisions, with increasing lifestyle changes in consumers in their environment affecting the increase in consumers in making purchasing decisions; (4) digital content marketing as a mediation for the influence of lifestyle shows a significant positive influence on purchasing decisions, digital content marketing is considered a variable that strengthens the influence of lifestyle in purchasing decisions

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