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All Journal El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies
Dzin Nada Arzaqiyah
Unknown Affiliation
Religion Agriculture, Biological Sciences & Forestry Civil Engineering, Building, Construction & Architecture Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Pengaruh Content Marketing, Brand Image dan Electronic Word of Mouth pada Purchase Intention Produk Hand Body Scarlett Dzin Nada Arzaqiyah; Wenti Krisnawati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.6137

Abstract

This study aims to analyze the influence of content marketing, brand image, and electronic word of mouth (EWOM) on consumer purchase intention for Scarlett hand body products in Gresik. The research adopts a quantitative approach using surveys with 200 respondents selected through purposive sampling. Data were analyzed using multiple linear regression methods. The findings reveal that all three independent variables significantly influence consumer purchase intention. The study concludes with recommendations for Scarlett to enhance its social media-based marketing strategies and strengthen brand image through creative content.
Pengaruh Content Marketing, Brand Image dan Electronic Word of Mouth pada Purchase Intention Produk Hand Body Scarlett Dzin Nada Arzaqiyah; Wenti Krisnawati
El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Vol. 5 No. 12 (2024): El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam
Publisher : Intitut Agama Islam Nasional Laa Roiba Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47467/elmal.v5i12.6137

Abstract

This study aims to analyze the influence of content marketing, brand image, and electronic word of mouth (EWOM) on consumer purchase intention for Scarlett hand body products in Gresik. The research adopts a quantitative approach using surveys with 200 respondents selected through purposive sampling. Data were analyzed using multiple linear regression methods. The findings reveal that all three independent variables significantly influence consumer purchase intention. The study concludes with recommendations for Scarlett to enhance its social media-based marketing strategies and strengthen brand image through creative content.
Co-Authors Wenti Krisnawati