PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN CONTENT MARKETING TERHADAP NIAT BELI PRODUK OLIVIA BAKERY MADIUN (STUDI EMPIRIS KONSUMEN OLIVIA BAKERY DI KOTA MADIUN)

SARI, WIDYA MALINDA (2025) PENGARUH BRAND IMAGE, KUALITAS PRODUK DAN CONTENT MARKETING TERHADAP NIAT BELI PRODUK OLIVIA BAKERY MADIUN (STUDI EMPIRIS KONSUMEN OLIVIA BAKERY DI KOTA MADIUN). S1 thesis, Universitas PGRI Madiun.

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ABSTRAKS (BAHASA INGGRIS DAN INDONESIA).pdf
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Abstract

Purchase intention is an important indicator of consumer behavior that can describe the level of consumer interest in a product. This study aims to analyze the influence of brand image, product quality, and content marketing towards consumer purchase intention of Olivia Bakery products in Madiun City. This study used a quantitative approach with a survey method using a questionnaire and a sample of 384 Olivia Bakery consumer respondents. Data were analyzed using IBM SPSS version 25 software. The results show that brand image has a negative and significant effect towards purchase intention, product quality has a positive and significant effect towards purchase intention, and content marketing also has a positive and significant effect towards purchase intention. Brand image, product quality, and content marketing simultaneously influenced purchase intention of Olivia Bakery products in Madiun City. Keywords: Brand Image, Product Quality, Content Marketing, Purchase Intention.

Item Type: Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci: Brand Image, Product Quality, Content Marketing, Purchase Intention.
Subjects: A Social Sciences > HB Economic Theory
A Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: SARI MALINDA WIDYA
Date Deposited: 16 Oct 2025 03:18
Last Modified: 16 Oct 2025 03:18
URI: http://eprint.unipma.ac.id/id/eprint/5554

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