Pengaruh Brand Image Dan Konten Marketing Terhadap Keputusan Pembelian Interior Pada Idee Projects. (The Influence of Brand Image and Marketing Content on Interior Purchase Decisions at Idee Projects).

Prayoga, Erico Surya (2025) Pengaruh Brand Image Dan Konten Marketing Terhadap Keputusan Pembelian Interior Pada Idee Projects. (The Influence of Brand Image and Marketing Content on Interior Purchase Decisions at Idee Projects). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

This study is motivated by the importance of Brand Image and Marketing Content in influencing a person's Purchasing Decision. This study aims to determine the effect of Brand Image and Marketing Content on Interior Purchasing Decisions at Idee Projects. The method used is multiple linear regression analysis with two independent variables, namely Brand Image (X1) and Content Marketing (X2), and one dependent variable, namely Purchase Decision (Y). The population in this study are consumers who have used the services of Idee Projects Interior with a sample of 91 people using the Probability Sampling technique. The data collection method used a questionnaire, and the data analysis techniques used were multiple linear regression analysis, coefficient of determination analysis (R2), T-test (partial), and F-test (simultaneous). The analysis tool used was IBM SPSS Statistics version 30. The results showed that partially, Brand Image and Content Marketing had a positive and significant effect on Purchase Decision. Simultaneously, Brand Image and Content Marketing also had a positive and significant effect on Purchase Decision. Based on these conclusions, it is hoped that Idee Projects can increase its credibility and validation by collaborating with property influencers/vloggers for exclusive home tours, as well as collecting client testimonial videos that highlight work efficiency and finishing quality using easy-to-understand and benefit oriented language, and developing storytelling-based content that focuses on solving specific client problems.

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