The Role Of Brand Image In Mediating The Effect Of Marketing Content And E-Service Quality On Purchase Intention

Mutho', Asyfiq (2025) The Role Of Brand Image In Mediating The Effect Of Marketing Content And E-Service Quality On Purchase Intention. Magister thesis, Institut Teknologi dan Bisnis Widya Gama Lumajang.

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Abstract

This study aims to analyze the influence of Content Marketing and E-Service Quality on Purchase Intention with Brand Image as a mediating variable in the English Language LKP. The approach used is a quantitative method, with purposive sampling techniques to obtain relevant respondents, namely individuals who have participated in the course program at the institution. Data analysis using the Structural Equation Modeling (SEM) method with the help of AMOS software. A total of 337 respondents who had participated in the course program were selected through purposive sampling. The results of the analysis show that Content Marketing, E-Service Quality, and Brand Image have a significant effect on Purchase Intention. Content Marketing also has a significant effect on Brand Image, while E-Service Quality does not. In addition, Brand Image has been proven to mediate the relationship between Content Marketing and Purchase Intent, but it does not mediate the relationship between E-Service Quality and Purchase Intention. These findings emphasize the importance of strengthening content strategies and brand image in increasing purchase intent for digital-based educational services

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