Pengaruh Konten Kreatif, Media Sosial, dan Influencer Marketing terhadap Keputusan Pembelian Produk Kahf pada Pria Milenial di PT PAL Surabaya

Penelitian ini bertujuan untuk menganalisis pengaruh konten kreatif, media sosial, dan influencer marketing terhadap keputusan pembelian produk Kahf pada pria milenial di PT PAL Surabaya. Latar belakang penelitian ini adalah pesatnya perkembangan industri personal care pria di Indonesia dan strategi pemasaran digital intensif yang diterapkan Kahf, mengkaji secara terintegrasi pada segmen pria milenial di lingkungan kerja industri. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei eksplanatori. Sampel penelitian adalah 62 karyawan pria milenial (usia 20-51 tahun) di PT PAL Indonesia (Persero) Surabaya yang dipilih menggunakan teknik purposive sampling. Data dikumpulkan melalui kuesioner terstruktur dengan skala Likert 1-5 dan dianalisis menggunakan analisis regresi linier berganda dengan bantuan SPSS versi 26.0. Hasil penelitian menunjukkan: (1) konten kreatif berpengaruh positif dan signifikan terhadap keputusan pembelian; media sosial berpengaruh positif dan signifikan terhadap keputusan pembelian; influencer marketing berpengaruh positif dan signifikan terhadap keputusan pembelian. Hasil dari penelitian ini diharapkan dapat memberikan wawasan strategis dalam mendorong keputusan pembelian produk Kahf di kalangan pria milenial PT PAL Surabaya.

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This research aims to analyze the effect of creative content, social media, and influencer marketing on the purchase decisions for Kahf products among millennial men at PT PAL Surabaya. The study is motivated by the rapid growth of the men’s personal care industry in Indonesia and the intensive digital marketing strategies employed by Kahf, examining these factors in an integrated manner within the millennial male segment of an industrial workplace. A quantitative approach using an explanatory survey method was employed. The research sample consisted of 62 millennial male employees (aged 20–51) at PT PAL Indonesia (Persero) Surabaya, selected using purposive sampling. Data were collected via a structured questionnaire using a 1–5 Likert scale and analyzed using multiple linear regression with SPSS version 26.0. The results indicate that: (1) creative content has a positive and significant influence on purchase decisions; social media has a positive and significant influence on purchase decisions; and influencer marketing has a positive and significant influence on purchase decisions. The findings are expected to provide strategic insights for driving Kahf product purchase decisions among millennial men at PT PAL, Surabaya.

Keywords: Creative Content, Social Media, Influencer Marketing, Purchase Decision, Kahf Products, Millennial Men.