ABSTRACT

Muhammad Daffa Hidayat (2024). The Effect of Digital Marketing, Content Marketing, and Brand Image on Purchase Intention (Study at Hasnur Polytechnic). Management Study Program. Faculty of Economics and Business. Universitas lambung Mangkurat. Advisor: Siti Aliyati Al Bushairi

This study aims to analyze the effect of Digital Marketing on Purchase Intention. The effect of Content Marketing on Purchase Intention. Then also to analyze the effect of Brand Image on Purchase Intention at Hasnur Polytechnic.

This type of research is quantitative research. The population in this study were Hasnur Polytechnic students in semester 2. The sample size was 100 people. The sampling technique is purposive sampling. Data analysis techniques using multiple linear regression analysis.

The results showed that Digital Marketing has an effect on Purchase Intention at Hasnur Polytechnic. Content Marketing affects Purchase Intention at Hasnur Polytechnic. Brand Image affects Purchase Intention at Hasnur Polytechnic.

Keywords: Digital Marketing, Content Marketing, Brand Image, Purchase Intention