Pengaruh Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Skintific

Arni Ramdaniati, Intisari Haryanti, Muhajirin Muhajirin

Abstract


This study analyzes the influence of content marketing and brand image on Skintific Cushion purchase decisions in Bima City, NTB. Background: Indonesia's booming skincare industry where consumers select makeup-skincare hybrids like Skintific promoted by influencers on social media. Independent variables: content marketing (relevance, info quality, consistency, attractiveness, interactivity); brand image (association, uniqueness, superiority, trust, reputation). Dependent: purchase decision (need recognition, info search, evaluation, buying, post-purchase). Quantitative associative research targets infinite Bima consumers, sampling 96 via purposive (prior buyers, Bima residents, ≥17 years). Likert data tested validity (r>0.30), reliability (α>0.60), classical assumptions, analyzed by multiple regression SPSS 27. Results: content marketing significantly partial (t=2.639; p=0.010), brand image (t=7.321; p=0.000), simultaneous (R²=54.6%). Conclusion: both drive purchases; recommend creative content enhancement.
Keywords: Content Marketing, Brand Image, Purchase Decision, Skintific Cushion.

Keywords


Content Marketing, Brand Image, Purchase Decision, Skintific Cushion.

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DOI: https://doi.org/10.33373/dms.v15i2.9048

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