Effectiveness of Brand Image, Content Marketing, and Quality Product on Purchase Decision of J-GLOW Products


  • Sisca Dwintri Nata Universitas Negeri Surabaya
  • Tri Sudarwanto Universitas Negeri Surabaya



word #1, word #2, word #3 brand image#1, content marketing#2, product quality#3, purchasing decisions#4


This study intends to investigate the relationship between brand image, content marketing, and product quality in influencing Surabaya consumers' decisions to purchase J-GLOW skin care and cosmetic items. This study employed a quantitative survey methodology. Multiple regression analysis was used to analyze an association between brand image and purchasing the J-GLOW product. The content marketing variable has no relationship with J-GLOW product purchase decisions. Meanwhile, product quality influences the choice of the J-GLOW skin care product. It is indicated by the fact that the F-count value is greater than the F-table value (22,763 > 3,10), and the actual value is less than the alpha value (0.000 0.05). It demonstrates that characteristics such as brand image (X1), content marketing (X2), and product quality (X3) have a significant impact on purchasing decisions. According to the findings of the study, the brand image (X1), content marketing (X2), and product quality (X3) variables had a 45.7% impact on the decision to purchase J-GLOW products. Additional factors influenced the remaining 54,3%.

Author Biographies

Sisca Dwintri Nata, Universitas Negeri Surabaya

Faculty of Economics and Business

Universitas Negeri Surabaya

Jl. Lidah Wetan, Lidah Wetan, Kec. Lakarsantri, Kota Surabaya, Jawa Timur 60213


Tri Sudarwanto, Universitas Negeri Surabaya

Universitas Negeri Surabaya


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