Pengaruh Content Marketing Instagram dan Brand Image Terhadap Keputusan Pembelian Pensil Alis PT Anggie Rassly Andalan

Larasati, Anna (2024) Pengaruh Content Marketing Instagram dan Brand Image Terhadap Keputusan Pembelian Pensil Alis PT Anggie Rassly Andalan. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Content Marketing Instagram dan Brand Image terhadap Keputusan Pembelian pensil alis produk PT Anggie Rassly Andalan. Data primer yang dipergunakan adalah data asli yang diperoleh melalui distribusi kuesioner kepada 68 responden dengan menggunakan metode purposive sampling. Populasi dalam penelitian ini adalah semua konsumen yang telah dua kali membeli pensil alis Anggie Rassly. Sampel diambil sesuai dengan rumus Lemeshow karena populasi tidak diketahui. Variabel independen yang diteliti mencakup Content Marketing dan Brand Image, sementara variabel dependennya adalah Keputusan Pembelian. Analisis yang dilakukan meliputi uji validity, uji reliability, uji asumsi klasik, uji t, uji F, analisis regresi linear berganda, serta koefisien Determinasi (R2). Hasil penelitian ini menunjukkan bahwa: (1) Ada Pengaruh Content Marketing terhadap keputusanpembelian pensil alis Anggie Rassly. (2) Ada Pengaruh Brand Image terhadap keputusanpembelian pensil alis Anggie Rassly. (3) Ada pengaruh Content Marketing dan Brand Image secara bersama-sama terhadap Keputusan pembelian pensil alis Anggie Rassly. Saran pada penelitian ini bagi bisnis kecantikan khususnya pensil alis, Content Marketing pensil alis Anggie Rassly sebaiknya bagikan konten secara aktif di platform media sosial yang relevan dengan audiens target pasar. PT Anggie Rassly Andalan, sebaiknya tawarkan lebih banyak variasi warna pensil alis untuk memenuhi berbagai warna alis pelanggan. Agar terjadinya pembelian secara berulang sebaiknya PT Anggie Rassly Andalan terus melakukan riset dan pengembangan untuk menciptakan pensil alis dengan formulasi inovatif, tahan lama, dan sesuai dengan tren terkini. Kata Kunci: Content Marketing, Brand Image, dan Keputusan pembelian. / This research aims to analyze the impact of Instagram Content Marketing and Brand Image on the decision to purchase eyebrow pencils from PT Anggie Rassly Andalan. The primary data used is original data obtained through distributing questionnaires to 68 respondents using the purposive sampling method. The population in this study were all consumers who had purchased Anggie Rassly's eyebrow pencil twice. Samples were taken according to the Lemeshow formula because the population is unknown. The independent variables studied include ContentMarketing and BrandImage, while the dependent variable is purchasing decisions. The analysis carried out includes Validation tests, reliability assessments, tests of classical assumptions, t-tests, F-tests, multiple linear regression analyses, and the determination coefficient (R2). The results of this research show that: (1) There is an impact of content marketing on the decision to purchase Anggie Rassly's eyebrow pencil. (2) There is an impact of Brand Image on the decision to purchase Anggie Rassly's eyebrow pencil. (3) There is an influence of ContentMarketing and BrandImage together on the decision to purchase Anggie Rassly's eyebrow pencil. Suggestions in this research for beauty businesses, especially eyebrow pencils, ContentMarketing for Anggie Rassly eyebrow pencils should actively share content on social media platforms that are relevant to the target market audience. PT Anggie Rassly Andalan should offer more variations of eyebrow pencil colors to meet customers' various eyebrow colors. To ensure repeat purchases, PT Anggie Rassly Andalan should continue to carry out research and development to create eyebrow pencils with innovative, long-lasting formulations in line with the latest trends. Keywords: Content Marketing, Brand Image, and Purchasing Decision

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