Memahami Keputusan Pembelian Konsumen melalui Brand Image pada Burger Bangor di Denpasar Selatan
DOI:
https://doi.org/10.32493/Inovasi.v12i2.p434-449.54512Keywords:
Content Marketing; Engagement Rate; Brand Image; Keputusan Pembelian; Pemasaran DigitalAbstract
Perkembangan media digital yang pesat telah mengubah cara merek berinteraksi dengan konsumen, khususnya pada industri makanan cepat saji. Penelitian ini bertujuan menganalisis pengaruh content marketing dan engagement rate terhadap keputusan pembelian melalui brand image pada Burger Bangor di Denpasar Selatan. Pendekatan kuantitatif digunakan dengan data primer yang diperoleh dari 160 responden melalui kuesioner daring. Analisis dilakukan menggunakan Partial Least Square (PLS) dengan bantuan perangkat lunak SmartPLS4. Hasil penelitian menunjukkan bahwa content marketing dan engagement rate berpengaruh positif dan signifikan terhadap brand image. Brand image juga berpengaruh signifikan terhadap keputusan pembelian serta memediasi pengaruh content marketing, namun tidak pada engagement rate. Temuan ini menegaskan bahwa brand image berperan sebagai jembatan strategis antara aktivitas pemasaran digital dan perilaku pembelian konsumen. Secara teoretis, penelitian ini memperkuat penerapan Theory of Planned Behavior dan memberikan implikasi praktis bagi pelaku usaha kuliner lokal untuk mengoptimalkan kualitas konten serta interaksi di media sosial.
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