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All Journal Jurnal Bisnis, Manajemen, dan Akuntansi Jurnal Ilmiah Ekonomi dan Manajemen
Zelina Sofa Purnama
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Economics, Econometrics & Finance Other

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THE INFLUENCE OF BRAND IMAGE, CONTENT MARKETING, PRODUCT QUALITY AND HEDONIC VALUE ON PURCHASE INTENTION FOR IPHONE PRODUCTS IN INDNESIA Zelina Sofa Purnama; Arum Fito Pebrian
JURNAL ILMIAH EKONOMI DAN MANAJEMEN Vol. 2 No. 8 (2024): JURNAL ILMIAH EKONOMI DAN MANAJEMEN (JIEM)
Publisher : CV. KAMPUS AKADEMIK PUBLISING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jiem.v2i8.2353

Abstract

This research aims to analyze the influence of brand image, content marketing, product quality, and hedonic value on purchase intention for iPhone products in Indonesia. The research used a quantitative approach with a structured survey involving 97 iPhone user respondents. Data were analyzed using validity, reliability, descriptive analysis and multiple regression tests. The research results show that product quality and hedonic value have a significant influence on purchase intention, while brand image and content marketing do not show a significant influence. Brand image in this research refers to consumer perceptions of the technology reputation, lifestyle and positive image of the iPhone. Content marketing is evaluated through the effectiveness of video content marketing on social media. Product quality is assessed from various aspects such as reliability, durability and performance. Hedonic value includes aspects of emotional satisfaction and consumers' personal experiences in using the iPhone. These findings provide insight for companies to focus on improving product quality in their marketing strategies to increase consumer purchasing intentions in Indonesia.
Pengaruh Brand Image, Social Media Marketing, Product Quality, Content Marketing Dan Fear Of Missing Out Terhadap Purchase Intention Zelina Sofa Purnama; Sarah Dien Hawa
Jurnal Bisnis, Manajemen, dan Akuntansi Vol. 13 No. 1 (2026): Jurnal Bisnis, Manajemen, dan Akuntansi (JBMA) - Maret
Publisher : Sekolah Tinggi Ilmu Bisnis Kumala Nusa Yogyakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54131/jbma.v13i1.255

Abstract

This study aims to investigate the influence of brand image, social media marketing, product quality, content marketing, and fear of missing out on purchase intention at the MSMEs Kopi Majana 575. The research is motivated by declining sales reflecting weak purchase intention. Using a quantitative approach with non-probability sampling and purposive sampling technique, this study collected data from 122 respondents and analyzed it using PLS-SEM via SmartPLS. The results show that brand image and product quality have a significantly positively influence purchase intention, while social media marketing and fear of missing out have no significant effect on purchase intention. However, content marketing has a significant negative impact on purchase intention. These findings provide strategic insights for Kopi Majana 575 MSME to inhance purchase intention by strengthening brand image and improving product quality, as well as laveraging emotional approaches based on trends to build emotional connections with consumers.
Co-Authors Arum Fito Pebrian Sarah Dien Hawa