Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products

Abstract

This study intends to investigate the relationship between brand image, content marketing, and product quality in influencing Surabaya consumers' decisions to purchase J-GLOW skin care and cosmetic items. This study employed a quantitative survey methodology. Multiple regression analysis was used to analyze an association between brand image and purchasing the J-GLOW product. The content marketing variable has no relationship with J-GLOW product purchase decisions. Meanwhile, product quality influences the choice of the J-GLOW skin care product. It is indicated by the fact that the F-count value is greater than the F-table value (22,763 3,10), and the actual value is less than the alpha value (0.000 0.05). It demonstrates that characteristics such as brand image (X1), content marketing (X2), and product quality (X3) have a significant impact on purchasing decisions. According to the findings of the study, the brand image (X1), content marketing (X2), and product quality (X3) variables had a 45.7% impact on the decision to purchase J-GLOW products. Additional factors influenced the remaining 54,3%.

Analysis Of The Influence Of Brand Equity And Social Media On Revisit Decision With Intention To Revisit As A Mediation Variable In Yarsi Teeth And Mouth Hospital

“…The intention to revisit reflects the public's desire or interest in returning to use the health services provided by the hospital. In this context, repeat visit interest can act as a link between brand equity and patient visit decisions (Dwintri & Sudarwanto, 2022). This means that the stronger the brand equity of a hospital, the higher the public's interest in using the hospital's services again.…”