PENGARUH CONTENT MARKETING, BRAND IMAGE, BRAND TRUST DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA SKINCARE PRIA DI JAKARTA

SYARIFAH HILMIYAH, . (2024) PENGARUH CONTENT MARKETING, BRAND IMAGE, BRAND TRUST DAN PERCEIVED VALUE TERHADAP PURCHASE INTENTION PADA SKINCARE PRIA DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

	Text COVER.pdf Download (1MB)
	Text BAB 1.pdf Download (500kB)
	Text BAB 2.pdf Restricted to Registered users only Download (461kB) | Request a copy
	Text BAB 3.pdf Restricted to Registered users only Download (438kB) | Request a copy
	Text BAB 4.pdf Restricted to Registered users only Download (755kB) | Request a copy
	Text BAB 5.pdf Restricted to Registered users only Download (313kB) | Request a copy
	Text DAFTAR PUSTAKA.pdf Download (335kB)
	Text LAMPIRAN.pdf Restricted to Registered users only Download (1MB) | Request a copy

Abstract

Dalam beberapa tahun terakhir, tren perawatan pria atau "Men's Grooming" semakin marak. Pria semakin sadar pentingnya untuk menjaga dan merawat tubuh. Data menunjukkan pesatnya perkembangan akan minat laki-laki dalam melakukan perawatan menciptakan ketatnya persaingan pasar terhadap produk skincare pria yang ada. penelitian ini bertujuan untuk menyelidiki pengaruh content marketing terhadap brand image, brand trust, dan perceived value. Serta pengaruh brand image, brand trust, dan perceived value terhadap purchase intention dalam konteks skincare pria di Jakarta. Penelitian ini merupakan penelitian kuantitatif deskriptif dengan pengumpulan datanya menggunakan teknik survey atau kuesioner yang dibagikan melalui google form kepada responden penelitian. Sementara teknik analisis yang digunakan pada penelitian ini adalah Structural Equation Modeling (SEM). Hasil penelitian ini mengungkapkan bahwa content marketing terbukti memiliki pengaruh secara positif terhadap brand image, brand trust, dan perceived value. Kemudian ditemukan juga bahwa brand image dan perceived value memiliki pengaruh secara positif terhadap purchase intention. Sementara pada brand trust diketahui bahwa tidak memiliki pengaruh terhadap purchase intention. ***** Recently trend of men's grooming has been on the rise. Men are increasingly aware of the importance of maintaining and caring for skin and body. Data shows the rapid growth of men's interest in grooming creates intense market competition for men's skincare products. In this study aims to analyze the effect of content marketing on brand image, brand trust, and perceived value. Also the influence of brand image, brand trust, and perceived value on purchase intention in the context of men's skincare products in Jakarta. This research used descriptive quantitative method with data collection used survey or questionnaires distributed via google form to respondents. The analysis technique used in this research is structural Equation Modeling (SEM). The results of this research found that content marketing is proven to have a positive influence on brand image, brand trust, and perceived value. This research also found that brand image and perceived value have a positive influence on purchase intention. Meanwhile, brand trust has no influence on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Muhammad Fawaiq, M. Ec. Dev.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Syarifah Hilmiyah .
Date Deposited:	08 Aug 2024 04:39
Last Modified:	08 Aug 2024 04:39
URI:	http://repository.unj.ac.id/id/eprint/48885

Actions (login required)

View Item