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

Faisal Ali Zulfikar

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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.

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Referensi


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

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