Pengaruh Brand Awareness, Content Marketing, dan Product Innovation Terhadap Keputusan Pembelian Produk Aice Di Kota Malang

Abstract

Abstract

This research was conducted to examine the influence of brand awareness, content marketing, and product innovation on consumers’ purchasing decisions for Aice products. A quantitative research approach was employed, involving 75 respondents selected through a proportional sampling technique. The collected data were analyzed using the Statistical Package for the Social Sciences (SPSS) as an analytical tool. The data analysis procedures included validity testing, reliability testing, classical assumption tests, multiple linear regression analysis, hypothesis testing (t-test and F-test), and the coefficient of determination (Adjusted R²). The findings of this study indicate that: (1) brand awareness, content marketing, and product innovation collectively have a significant effect on purchasing decisions; (2) brand awareness has a significant influence on purchasing decisions; (3) content marketing significantly affects purchasing decisions; and (4) product innovation also has a significant impact on purchasing decisions

Keywords: Brand Awareness, Content Marketing, Product Innovation, Purchasing Decisions, Aice