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All Journal Jurnal Manajemen Bisnis dan Kewirausahaan
Anita Indah Sari
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Decision Sciences, Operations Research & Management

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Purchase Decisions: Reviewed from Content Marketing, Event Marketing, and Brand Image Anita Indah Sari; Dewi Komala Sari; Muhammad Yani
Jurnal Manajemen Bisnis dan Kewirausahaan Vol. 5 No. 2 (2025): SEPTEMBER
Publisher : Universitas Muhammadiyah Malang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22219/jamanika.v5i2.41025

Abstract

The purpose of this study is to determine the influence of content marketing, event marketing, and brand image on consumer purchasing decisions at the Deliwafa Store in Sidoarjo. This study uses a quantitative approach with a population of Sidoarjo residents aged 17 years and over who have made purchases at the store. The sampling technique was carried out using a non-probability sampling method through a purposive sampling approach with a total of 100 respondents. Data were collected through a questionnaire using a Likert scale as a measuring tool. Data analysis was carried out using the PLS-SEM method using SmartPLS 4.0 software. The results of the study prove that content marketing, event marketing, and brand image influence consumer purchasing decisions.
Co-Authors Dewi Komala Sari Muhammad Yani