Pengaruh Konten Pemasaran Dan Citra Merek Terhadap Minat Beli Produk Uniqlo Di Instagram (Studi Pada Mahasiswa Manajemen Angkatan 2019 Universitas Buana Perjuangan Karawang)
Abstract
Today, fashion is not only a necessity to cover the body, but also an expression of lifestyle and self-identity. The development of social media such as Instagram allows fashion information and inspiration to spread quickly. The purpose of this study was to determine the effect of marketing content and brand image on buying interest in Uniqlo products. This research uses a quantitative approach with a survey method. The analysis used is data validity test, classical assumption test, multiple linear regression analysis and hypothesis testing. The population in this study were Management Students Class of 2019, University of Buana Perjuangan Karawang. The sample consisted of 105 respondents who were taken based on purposive sampling technique with the criteria of having ever / intending to buy Uniqlo products on Instagram. Based on the results of the research that has been carried out, the results show that marketing content) and brand image have a positive and significant effect on buying interest in Uniqlo products on Instagram both partially and simultaneously.References
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Azahari, A., & Hakim, L. (2021). Pengaruh Citra Merek, Kualitas Produk, Dan Persepsi Harga Terhadap Keputusan Pembelian. Jurnal Manajemen, Organisasi, Dan Bisnis, 1(4), 553–564.
Fitriani, ummu dan. (2022). Pengaruh Content Marketing Dan Social Media Marketing Instagram Terhadap Minat Beli Konsumen @Souvenirmurah_Ta Di Masa Pandemi. Juremi: Jurnal Riset Ekonomi, 1(1), 135–146.
Herawan, M. N. G., Savitri, C., & Faddila, S. P. (2022). Pengaruh Brand Ambassador Blackpink dan Brand Image Terhadap Minat Beli di Aplikasi Shopee pada Mahasiswa manajemen angkatan 2018 Universitas Buana Pejuangan Karawang. Buana Ilmu, 7(1), 18–32.
Irianto, D. R. (2020). Pengaruh Content Marketing Dan Brand Image Terhadap Minat Beli Produk Mitra Bukalapak (Studi pada Konsumen Mitra Bukalapak di Kota Malang). In Paper Knowledge . Toward a Media History of Documents. UIN Maulana Malik Ibrahim Malang.
katadata.co.id. (2023). Indeks Penjualan Retail Meningkat pada April 2023, Tertinggi sejak Pandemi.https://databoks.katadata.co.id/datapublish/2023/05/10/indeks-penjualan-retail-meningkat-pada-april-2023-tertinggi-sejak-pandemi
Kotler, P., Armstrong, G., Harris, L., & C. He, H. (2020). Principles of Marketing Eighth European Edition (Issue 17th Edition). Pearson. www.pearson.com/uk
Savitri, C., Faddila, S. P., Maemunah, M., & Khalida, L. R. (2023). Investigation of Green Marketing and Brand Image on Costumers’ Teh Kotak Purchase Decision (Case on Management Students Buana Perjuangan Karawang University) Citra. Proceedings of the 19th International Symposium on Management (INSYMA 2022), 849–855. https://doi.org/10.2991/978-94-6463-008-4
Savitri, C., & Fauji, R. (2021). Model Electronic Word Of Mouth Dan Rating Dalam Mempengaruhi Minat Beli Pada Marketplace Shopee Pada Masa Pandemi Covid-19. Buana Ilmu, 6(1), 1–12.
Savitri, C., Hurriyati, R., Wibowo, L. A., & Hendrayati, H. (2021). The role of social media marketing and brand image on smartphone purchase intention. International Journal of Data and Network Science, 6(1), 185–192. https://doi.org/10.5267/J.IJDNS.2021.9.009
Terrasista, N. C., & Sidharta, H. (2022). Pengaruh Media Sosial Marketing Dan Citra Merek Terhadap Minat Beli Konsumen Proyek Bisnis Kaku. Performa : Jurnal Manajemen Dan Start Up Bisnis, 6(5), 419–428. https://doi.org/10.37715/jp.v6i5.2568
Tia Hardiyanah, Hidayati, R., Muslikh, Nasution, A. H., & Marhamah, S. (2023). Pengaruh Content Marketing, Sales Promotion, Personal Selling Dan Brand Image Terhadap Minat Beli Pada CV Laditri Karya. Journal of Accounting, Management and Economics Research, 1(2), 75–92.
Wearesocial.com. (2023). The Global State of Digital in April. https://wearesocial.com/uk/blog/2023/04/the-global-state-of-digital-in-april-2023/
Winto, F. R. (2021). Tren Fashion Dunia Berkembang Pesat di Indonesia. https://investor.id/lifestyle/274426/tren-fashion-dunia-berkembang-pesat-di-indonesia
Yaqubi, A. Y., & Karaduman, I. (2019). The Impact of Content Marketing on Consumers ’ Purchase Intention for Home Appliances : A Study in Afghanistan. International Journal of Business and Management Invention (IJBMI), 8(02), 38–47. http://www.ijbmi.org/papers/Vol(8)2/Series. 3/G0802033847.pdf
Published
2024-01-07
Section
Articles
Copyright (c) 2024 Muhamad Rafsanjani
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
