The influence of content marketing, brand image, and product quality on Pixy Cosmetics customers purchase intention in Medan

Auvie, Tanisya (2023) The influence of content marketing, brand image, and product quality on Pixy Cosmetics customers purchase intention in Medan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

In today’s competitive beauty industry in Indonesia, the success of a brand is contingent on its ability to effectively employ some strategies like interesting content marketing, maintaining a strong brand image, and delivering high-quality products an approach that contributes to higher purchase intentions. The purpose of this research is to reveal whether there is a partial and simultaneous influence of content marketing, brand image, and product quality on the purchase intention of PIXY Cosmetics customers in Medan. PIXY Cosmetics is a local Indonesian beauty brand by PT Mandom Indonesia Tbk with a series of products that can support women's appearance. The sample of this research is 100 people with quantitative descriptive and causal methods, selected using a judgemental sampling technique. Questionnaires are distributed to collect the data, and the method that is implemented for this study is multiple linear regression. The F-test results show that Content Marketing, Brand Image, and Product quality have a simultaneous influence on PIXY Cosmetics customers purchase intention. The t-test reveals that Content Marketing has no partial influence on Purchase Intention on PIXY Cosmetics customers in Medan. However, Brand Image has partial influence on purchase intention of PIXY Cosmetics customers in Medan, Product Quality has partial influence on Purchase Intention on PIXY Cosmetics customers in Medan. This research shows that Product Quality dominates the purchase intention. The writer suggests PIXY Cosmetics to share interesting giveaway contents in other social media platforms, implementing their Japanese Technology to the products to make the consumers more familiar, collaborating with local beauty influencers, and upgrading their product quality. / Industri kecantikan di Indonesia sangat kompetitif saat ini, keberhasilan suatu merek sangat terantung pada kemampuannya untuk menerapkan strategi yang efektif seperti pemasaran konten yang menarik, menjaga citra merek yang kuat, serta menghadirkan produkberkualitas tinggi sebagai kontribusi pada niat beli yang tinggi. Penelitian ini bertujuan untuk mengetahui apakah ada pengaruh secara parsial dan simultan pada Pemasaran Konten, Citra Merek, dan Kualitas Produk terhadap Minat Beli pada pelanggan PIXY Cosmetics di Medan. PIXY Cosmetics adalah merek kecantikan lokal oleh PT Mandom Indonesia Tbk dengan serangkaian produk untuk mendukung penampilan wanita. Sampel dari penelitian ini adalah 100 orang dengan metode deskriptif kuantitatif dan kausal, dipilih dengan teknik pengambilan sampel yang disebut judgemental sampling. Kuesioner didistribusikan untuk pengumpulan data, dan metode yang diimplementasikan dalam penelitian ini adalah regresi linear ganda. Hasil uji F menunjukkan bahwa Pemasaran Konten, Citra Merek, dan Kualitas Produk memiliki pengaruh simultan terhadap niat pembelian pelanggan PIXY Cosmetics. Uji t menunjukkan bahwa Pemasaran Konten tidak memiliki pengaruh parsial terhadap Niat Pembelian pelanggan PIXY Cosmetics di Medan. Namun, Citra Merek dan Kualitas Produk memiliki pengaruh parsial terhadap Niat Pembelian pelanggan PIXY Cosmetics di Medan. Penelitian ini menunjukkan bahwa Kualitas Produk mendominasi niat pembelian. Penulis menyarankan PIXY Cosmetics untuk membagikan konten giveaway yang menarik di platform media sosial lainnya, menerapkan Teknologi Jepang pada produknya agar lebih dikenal konsumen, berkolaborasi dengan beauty influencer lokal, dan meningkatkan kualitas produk.

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