Dampak Content Marketing dan Product Quality Terhadap Purchase Decision: Peran Brand Image sebagai Mediasi

Faisal Ali Zulfikar

Sari


Latar Belakang: Dalam beberapa tahun terakhir, fenomena digitalisasi telah mengubah cara kita berinteraksi dengan merek dan produk. Di tengah pesatnya perkembangan teknologi dan perubahan perilaku konsumen, content marketing dan kualitas produk (product quality) muncul sebagai dua elemen kunci yang saling berkaitan dalam memengaruhi keputusan pembelian (purchase decision). Tujuan Penelitian: Penelitian ini bertujuan untuk mengkaji peran brand image sebagai variabel mediasi dalam mengeksplorasi hubungan antara Content Marketing dan Product Quality terhadap Purchase Decision, dengan menjadikan Sejauh Mata Memandang sebagai terapan dalam penelitian. Metode Penelitian: Metode penelitian yang diterapkan dalam penelitian ini yaitu metode self administred survey dengan mendistribusikan kuesioner kepada 240 responden. Kriteria sampel yaitu generasi milenial dan generasi z yang pernah melihat content marketing sejauh mata memandang dan melakukan pembelian minimal 1x. Dalam penelitian ini, Structural Equation Modeling (SEM) digunakan sebagai alat analisis. Analisis ini dijalankan dengan program AMOS versi 22. Hasil Penelitian: Hasil penelitian menunjukkan bahwa brand image dipengaruhi secara signifikan oleh content marketing dan product quality, serta purchase decision dipengaruhi secara signifikan oleh brand image.

Teks Lengkap:

Download PDF

Referensi


Aaker, D. A. (2009). Managing Brand Equity. Free Press. https://books.google.co.id/books?id=r_TSY5sxnO8C

Adji, J., & Semuel, D. H. (2014). Pengaruh Satisfaction Dan Trust Terhadap Minat Beli Konsumen (Purchase Intention) Di Starbucks the Square Surabaya. Jurnal Manajemen Pemasaran Petra, 2(1), 1–10.

Baron, R. M., & Kenny, D. A. (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research. Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173–1182. https://doi.org/10.1037/0022-3514.51.6.1173

Challa, A., & Anute, N. (2021). The Effectiveness of Instagram Content Marketing on Brand Building of a Company. Journal of Sales, Service and Marketing Research, 2(2), 1–7. https://doi.org/10.46610/jssmr.2021.v02i02.001

Dwintri Nata, S., & Sudarwanto, T. (2022). Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products. JEBA (Journal of Economics and Business Aseanomics), 7(1), 78–91. https://doi.org/10.33476/jeba.v7i1.2448

Garvin, D. A. (1987). Competing on the Eight Dimensions of Quality. Harvard Business Review, 101–109. https://api.semanticscholar.org/CorpusID:167165472

Goetsch, D. L., & Davis, S. (2015). Quality Management for Organizational Excellence: Introduction to Total Quality. Pearson Education. https://books.google.co.id/books?id=pf17CAAAQBAJ

Gunelius, S. (2011). Content Marketing For Dummies. Wiley. https://books.google.co.id/books?id=AW-pB5YPV8oC

Hair J, R, A., Babin B, & Black W. (2014). Multivariate Data Analysis.pdf. In Australia : Cengage: Vol. 7 edition (p. 758).

Hanaysha, J., Abdghani, N. H., Hilman, H., & Abdul-Ghani, H. (2014). Direct and Indirect Effects of Product Innovation and Product Quality on Brand Image: Empirical Evidence Automotive Industry THE EFFECT OF GREEN MANAGEMENT PRACTICE ON ORGANIZATIONAL PERFORMANCE View project Drivers of Purchase Decision and Customer Reten. International Journal of Scientific and Research Publications, 4(11), 1–7. www.ijsrp.org

Hasna, Z. I. (2023). Strategi Social Media Marketing Dan Content Marketing Terhadap Brand Image Perusahaan ( Nonna Kitchen ). Indonesian Journal Of Business and Management, 3(2), 698–712.

Hox, J., & Bechger, T. (1999). An Introduction to Structural Equation Modeling. ReasearchGate.

Keller, K. (2003). Brand Synthesis: The Multidimensionality of Brand Knowledge. Journal of Consumer Research, 29, 595–600. https://doi.org/10.1086/346254

Kotler, P., Kartajaya, H., & Setiawan, I. (2017). MARKETING 4.0( moving from traditional to digital) PHILIP KOTLER. In Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan.

Lone, R. A., & Bhat, M. A. (2023). Impact of Product Quality on Customer Satisfaction: Evidence from Selected Consumer Durables. International Journal for Research Trends and Innovation, 8(4), 1014–1024.

Mañosca, M. K., Poyaoan, A. K., & Vitug, J. (2022). Impact of Content Marketing on the Brand Image of Selected Unilever’s Personal Care Brands through the Social Media. Journal of Business and Management Studies, 4(1), 107–114. https://doi.org/10.32996/jbms.2022.4.1.13

Pulizzi, J. (2013). Epic Content Marketing: How to Tell a Different Story, Break through the Clutter, and Win More Customers by Marketing Less. McGraw Hill LLC. https://books.google.co.id/books?id=8dprAAAAQBAJ

Shirota, Y., Katayama, S., Hashimoto, T., & Chakraborty, B. (2017). Visualization for University Brand Image Clustering: Comparison between Male and Female Students. International Journal of Institutional Research and Management, 1(1), 103–116. https://doi.org/10.52731/ijirm.v1.i1.121

Sihombing, L. A., Suharno, S., Kuleh, K., & Hidayati, T. (2023). The Effect of Price and Product Quality on Consumer Purchasing Decisions through Brand Image. International Journal of Finance, Economics and Business, 2(1), 44–60. https://doi.org/10.56225/ijfeb.v2i1.170

Sihotang, C. S., & Supriyono, S. (2024). The Influence of Brand Image and Product Quality on Purchasing Decisions. Indonesian Journal of Business Analytics, 4(2), 4441–4456. https://doi.org/10.55927/ijba.v4i2.8760

Subaebasni, S., & , Henny Risnawaty, A. R. A. W. (2015). Effect of Brand Image, the Quality and Price on Customer Satisfaction and Implications for Customer Loyalty PT Strait Liner Express in Jakarta. International Review of Management and Marketing, 9(1), 90–97. http:www.econjournals.comDOI:https://doi.org/10.32479/irmm.7440

Ullman, J. B. (2006). Structural equation modeling: Reviewing the basics and moving forward. Journal of Personality Assessment, 87(1), 35–50. https://doi.org/10.1207/s15327752jpa8701_03

Wang, S., Liao, Y. K., Wu, W. Y., & Lê, H. B. K. (2021). Hypothesis the role of corporate social responsibility perceptions in brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability (Switzerland), 13(21). https://doi.org/10.3390/su132111975




DOI: https://doi.org/10.37531/mirai.v9i3.7680

Refbacks

  • Saat ini tidak ada refbacks.


Flag Counter

Creative Commons License

JURNAL MIRAI MANAGEMENT is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Web
Analytics