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All Journal Jurnal Manajemen dan Kewirausahaan
Farid Maulana
Jurusan Manajemen, Universitas Halu Oleo
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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DAMPAK CONTENT MARKETING DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN Farid Maulana; Juharsah; Yusuf; Hartini
Jurnal Manajemen dan Kewirausahaan Vol. 17 No. 1 (2025): Jurnal Manajemen dan Kewirausahaan
Publisher : Jurusan Manajemen FEB UHO

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55598/jmk.v17i1.26

Abstract

This study aims to analyze the influence of content marketing on Instagram and brand image on consumer purchasing decisions of Yotta beverage products in Kendari City. Using a descriptive quantitative approach, data were collected through questionnaires to 96 Yotta consumers who are active on Instagram (@yotta_id) using the purposive sampling method. The analysis was carried out using multiple linear regression. The results of the study indicate that content marketing on Instagram and brand image simultaneously have a positive and significant effect on consumer purchasing decisions. Partially, content marketing on Instagram has a positive and significant effect on purchasing decisions. The same applies to brand image, which has also been shown to have a positive and significant effect on purchasing decisions
Co-Authors Hartini Juharsah, Juharsah Yusuf