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primary topic: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle)

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle)
type: Thesis
type: Article
abstract: In the current era, brands are required to be innovative and adaptive in implementing marketing strategies to achieve their objectives. Zakwoowstyle, a local bag brand from the Special Region of Yogyakarta, actively utilizes Instagram as a marketing platform through content marketing strategies. However, the extent of content marketing's effectiveness in influencing consumer purchase intention via brand awareness remains unclear. The problem formulation in this research is to assess the degree to which content marketing affects the purchase intention of Zakwoowstyle products through brand awareness. This study adopts the Elaboration Likelihood Theory which assumes that an individual’s susceptibility to persuasion is influenced by their cognitive processing of a message or information. The research employs a quantitative correlational approach, with path analysis as the analytical method. Data were collected through an online questionnaire distributed to followers of the @zakwoowstyle Instagram account. The results indicate that content marketing has a significant effect on brand awareness, and also directly influences purchase intention. In addition, brand awareness significantly affects purchase intention. The analysis further shows that brand awareness partially mediates the influence of content marketing on purchase intention.
date: 2025-05-15
status: published
author list: authors
type: EPrint
type: ThesisEPrint
is part of: repository
has document: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
has version: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
has published: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
has document: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
subject: 302.231 Media Komunikasi, Media Massa, Media Sosial

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
type: Document
has file: 21107030120_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf
has part: 21107030120_BAB-I_IV-atau-V_DAFTAR-PUSTAKA.pdf

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
type: Document

UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

137, UIN SUNAN KALIJAGA YOGYAKARTA
type: Organization

NIM.: 21107030120 Itsna Nabiha Kama Sayyidatina Rahma
type: Person
given name: NIM.: 21107030120
family name: Itsna Nabiha Kama Sayyidatina Rahma

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
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PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
ispreview thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
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PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
ismedium thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
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PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
issmall thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
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PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
islightbox thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
ispreview thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
ismedium thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)

PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Other)
type: Document
is version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
is volatile version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)
issmall thumbnail version of: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle) (Text)

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primary topic: PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle)

302.231 Media Komunikasi, Media Massa, Media Sosial
type: Concept