ANALISIS PENGARUH CONTENT MARKETING, BRAND IMAGE, E-WOM, DAN CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PARFUM LOKAL DI JAKARTA

AHMAD FAHMI, . (2025) ANALISIS PENGARUH CONTENT MARKETING, BRAND IMAGE, E-WOM, DAN CUSTOMER ENGAGEMENT TERHADAP PURCHASE INTENTION PARFUM LOKAL DI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penjualan parfum di Indonesia sedang mengalami pertumbuhan yang sangat pesat. Potensi perkembangan ini muncul sebagai hasil dari semakin meningkatnya kesadaran masyarakat tentang pentingnya menjaga penampilan. Data menunjukkan bahwa masyarakat Indonesia saat ini lebih suka membeli produk lokal atau dalam negeri untuk menjaga penampilan, yang menyebabkan persaingan pasar yang ketat untuk parfum lokal. Penelitian ini bertujuan untuk menganalisis pengaruh content marketing terhadap brand image, electronic word of mouth, dan customer engagement. Serta pengaruh brand image, electronic word of mouth, dan customer engagement terhadap purchase intention dalam konteks parfum lokal di Jakarta. Penelitian ini menggunakan metode penelitian kuantitatif deskriptif yang mengumpulkan data melalui kuesioner dengan media google form yang disebarkan kepada 210 responden penelitian. Penelitian ini menggunakan teknik analisis structural equation modeling (SEM) dengan bantuan perangkat lunak SPSS 25 dan Amos 23. Hasil yang didapatkan pada penelitian ini menunjukkan bahwa content marketing berpengaruh secara positif dan signifikan terhadap brand image, electronic word of mouth, dan customer engagement. Selanjutnya didapatkan juga bahwa brand image, electronic word of mouth, dan customer engagement berpengaruh secara positif dan signifikan terhadap purchase intention*****The perfume industry in Indonesia has experienced rapid growth. This development potential has emerged as a result of increasing public awareness regarding the importance of maintaining personal appearance. Data indicates that Indonesian consumers now prefer to buy local or domestic products to support their appearance, which has led to intense market competition among local perfume brands. This study aims to analyze the influence of content marketing on brand image, electronic word of mouth, and customer engagement, as well as the influence of brand image, electronic word of mouth, and customer engagement on purchase intention in the context of local perfumes in Jakarta. The research adopts a descriptive quantitative method, collecting data through a questionnaire distributed via Google Forms to 210 respondents. This study uses structural equation modeling (SEM) analysis with the assistance of SPSS 25 and Amos 23 software. The results indicate that content marketing has a positive and significant effect on brand image, electronic word of mouth, and customer engagement. Furthermore, brand image, electronic word of mouth, and customer engagement also have a positive and significant effect on purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Rizka Zakiah, S.Pd., M.Pd
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Ahmad Fahmi .
Date Deposited:	07 Aug 2025 02:38
Last Modified:	07 Aug 2025 02:38
URI:	http://repository.unj.ac.id/id/eprint/58623

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