Pengaruh Konten Marketing dan influencer terhadap keputusan pembelian skincare moell melalui brand image (The Influence of marketing content and influencers on Moell Skincare Purchasing Decisions Through Brand Image)

Parsaoran, Imron and Wibasuri, Anggalia (2026) Pengaruh Konten Marketing dan influencer terhadap keputusan pembelian skincare moell melalui brand image (The Influence of marketing content and influencers on Moell Skincare Purchasing Decisions Through Brand Image). Pengaruh Konten Marketing dan Influencer terhadap keputusan pembelian skincare moell melalui brand image, 6 (1). pp. 251-263. ISSN 2745-7826

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Abstract

Abstract Purpose: This study aims to analyze the influence of marketing content and influencers on the purchase decision of Moell baby skincare products, with brand image as a mediating variable. Methodology: This study uses a quantitative approach with a causal research design. The sampling technique uses purposive sampling with a sample of 100 people. Data were collected via a Google Form questionnaire and analyzed using smart-PLS. Result: Based on the results of the study, it can be concluded that marketing content has no effect on the purchase decision of Moell's baby skincare products. Influencers have no influence on Moell's decision to purchase baby skincare products. Brand image affects the purchase decision of Moell's baby skincare products.

Item Type: Article
Subjects: 600 Teknologi - Ilmu terapan > 650 Manajemen
eTheses
Divisions: Pasca Sarjana > Magister Manajemen
Depositing User: imron parsaoran imron
Date Deposited: 12 Feb 2026 03:10
Last Modified: 12 Feb 2026 03:10
URI: http://repo.darmajaya.ac.id/id/eprint/22858

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