Hidayat, M. Fiqri (2025) PENGARUH CONTENT MARKETING TERHADAP PURCHASE DECISION DENGAN BRAND IMAGE DAN BRAND TRUST SEBAGAI VARIABEL MEDIASI (Studi Pada Konsumen Sabun Pembersih Wajah Pond’s). S1 thesis, Universitas Sultan Ageng Tirtayasa.
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Abstract
This study aims to examine the effect of Content Marketing on Purchase Decision with Brand Image and Brand Trust as mediating variables. The research method used is quantitative with a causality approach. This research collects data based on questionnaires, literature studies and observations. The population in this study were consumers of Pond's facial cleansing soap and a sample of 170 respondents with purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4 analysis tool The results of this study indicate that: (1) Content Marketing has a positive and significant effect on Purchase Decision. (2) Content Marketing has a positive and significant effect on Brand Image. (3) Content Marketing has a positive and significant effect on Brand Trust. (4) Brand Image has a positive and significant effect on Purchase Decision. (5) Brand Trust has a positive and significant effect on Purchase Decision. (6) Brand Image is able to mediate the effect of Content Marketing on Purchase Decision. (7) Brand Trust is able to mediate the effect of Content Marketing on Purchase Decision.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk menguji pengaruh Content Marketing terhadap Purchase Decision dengan Brand Image dan Brand Trust sebagai variable mediasi. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan kausalitas. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner, studi kepustakaan serta observasi. Populasi dalam penelitian ini adalah konsumen sabun pembersih wajah Pond’s dan sampel sebanyak 170 responden dengan penarikan purposive Sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4 Hasil penelitian ini menunjukkan bahwa: (1) Content Marketing berpengaruh positif dan signifikan terhadap Purchase Decision. (2) Content Marketing berpengaruh positif dan signifikan terhadap Brand Image. (3) Content Marketing berpengaruh positif dan signifikan terhadap Brand Trust. (4) Brand Image berpengaruh positif dan signifikan terhadap Purchase Decision. (5) Brand Trust bepengaruh positif dan signifikan terhadap Purchase Decision. (6) Brand Image mampu memediasi pengaruh Content Marketing terhadap Purchase Decision. (7) Brand Trust mampu memediasi pengaruh Content Marketing terhadap Purchase Decision. | |||||||||
| Uncontrolled Keywords: | Content Marketing, Brand Image, Brand Trust, Purchase Decision. Content Marketing, Brand Image, Brand Trust, Purchase Decision. | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | M. Fiqri Hidayat | |||||||||
| Date Deposited: | 03 Sep 2025 03:55 | |||||||||
| Last Modified: | 03 Sep 2025 03:55 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53259 |
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