Pengaruh Content Marketing dan Brand Image terhadap Keputusan Pembelian Produk Liptint Wardah

Authors

  • Iona Shabihah Universitas Swadaya Gunung Jati, Cirebon, Indonesia
  • Lis Tatin Hernidatiatin Universitas Swadaya Gunung Jati, Cirebon, Indonesia

DOI:

https://doi.org/10.38035/jim.v5i1.1950

Keywords:

kata kunci Content Marketing, Brand Image, Keputusan Pembelian

Abstract

Penelitian ini bertujuan untuk mengetahui peran content marketing dan brand image dalam memprediksi keputusan pembelian produk liptint Wardah. Populasi penelitian ini adalah konsumen yang telah melakukan pembelian Wardah Moist Dew Tint secara online maupun offline. Teknik sampling yang diterapkan adalah non probability sampling dengan pemilihan berdasarkan sasaran. Untuk mengumpulkan data dalam studi ini, digunakan survei yang dilengkapi dengan kuesioner, dan analisis data dilakukan dengan regresi linear berganda. Hasil penelitian ini menunjukkan bahwa kedua variabel prediktor di atas yakni content marketing dan brand image secara individual memiliki hubungan yang positif dan signifikan dengan keputusan pembelian. Selanjutnya, secara simultan kedua variabel prediktor itu saling berhubungan dengan keputusan pembelian. Penelitian ini mendiskusikan implikasi pada akhir paper ini.

References

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Published

2026-04-30

How to Cite

Shabihah, I., & Hernidatiatin, L. T. (2026). Pengaruh Content Marketing dan Brand Image terhadap Keputusan Pembelian Produk Liptint Wardah. Jurnal Ilmu Multidisiplin, 5(1), 542–546. https://doi.org/10.38035/jim.v5i1.1950

Issue

Vol. 5 No. 1 (2026): Jurnal Ilmu Multidisplin (April - Mei 2026)

Section

Articles

License

Copyright (c) 2026 Iona Shabihah, Lis Tatin Hernidatiatin

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