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All Journal Jurnal Dimensi
Arni Ramdaniati
Stie Bima
Arts Humanities Economics, Econometrics & Finance Education

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Pengaruh Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Skintific Arni Ramdaniati; Intisari Haryanti; Muhajirin Muhajirin
JURNAL DIMENSI Vol 15, No 2 (2026): Jurnal Dimensi (July 2026)
Publisher : Universitas Riau Kepulauan

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33373/dms.v15i2.9048

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.
Co-Authors Intisari Haryanti Muhajirin, Muhajirin