PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN ELECTRONIC WORD OF MOUTH DAN CONTENT MARKETING TERHADAP PURCHASE DECISION PADA VIEWER CONTENT YOUTUBE GADGET IN SMARTPHONE DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Viewer content youtube Gadget In Generasi Z)

AJI, PRATAMA (2025) PERAN BRAND IMAGE DALAM MEMEDIASI HUBUNGAN ELECTRONIC WORD OF MOUTH DAN CONTENT MARKETING TERHADAP PURCHASE DECISION PADA VIEWER CONTENT YOUTUBE GADGET IN SMARTPHONE DITINJAU DALAM PERSPEKTIF BISNIS ISLAM (Studi Pada Viewer content youtube Gadget In Generasi Z). Diploma thesis, UIN Raden Intan Lampung.

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Abstract

ABSTRAK Perkembangan teknologi informasi mendorong smartphone menjadi perangkat multifungsi yang tak hanya digunakan untuk komunikasi, tetapi juga hiburan dan pekerjaan. Dominasi sistem operasi Android dan pertumbuhan pasar di Indonesia menjadikan smartphone sebagai kebutuhan utama. Media sosial seperti YouTube turut memengaruhi keputusan pembelian, terutama melalui konten dan juga ulasan dari channel GadgetIn yang menjadi salah satu sumber utama karena kontennya yang informatif dan mudah dipahami dalam hal Review smartphone. Penelitian ini bertujuan untuk menguji Peran Brand Image Dalam Memediasi Hubungan E-wom Dan Content Marketing Terhadap Purchase Decision Pada Viewer Content Youtube Gadget In Smartphone Ditinjau Dalam Perspektif Bisnis Islam. Penelitian ini menggunakan pendekatan kuantitatif dengan sampel sebanyak 100 orang Viewer Content Youtube GadgetIn. Kemudian teknik pengambilan sampel menggunakan teknik purposive sampling dan dihitung menggunakan rumus Lemeshow. Teknik pengumpulan data yaitu penyebaran kuesioner menggunakan skala likert. Metode analisis data menggunakan Structural equation modeling dengan menggunakan Partial Least Square dan kemudian data yang diperoleh diolah menggunakan software SmartPLS 4.1. Hasil penelitian E-wom berpengaruh positif signifikan terhadap Purchase Decision, E-wom berpengaruh positif signifikan terhadap Brand Image, Content Marketing berpengaruh positif signifikan terhadap Purchase Decision, Content Marketing berpengaruh positif signifikan terhadap Brand Image, Brand Image berpengaruh positif signifikan terhadap Purchase Decision, Brand Image memediasi pengaruh E-wom terhadap Purchase Decision, Brand Image memediasi pengaruh Content Marketing terhadap Purchase Decision. Kata kunci : Electronic Word Of Mouth, Content Marketing, Brand Image, Purchase Decision.ABSTRACT The development of information technology has driven smartphones to become multifunctional devices that are not only used for communication, but also for entertainment and work. The dominance of the Android operating system and market growth in Indonesia have made smartphones a primary necessity. Social media such as YouTube also influence purchasing decisions, especially through content and Reviews from the GadgetIn channel, which has become one of the main sources due to its informative and easy-to understand content in terms of smartphone Reviews. This study aims to examine the role of Brand Image in mediating the relationship between e-WOM and Content Marketing on Purchase Decisions among Viewers of GadgetIn YouTube content, viewed from an Islamic business perspective. This study uses a quantitative approach with a sample of 100 Viewers of GadgetIn YouTube content. The sampling technique used purposive sampling and was calculated using the Lemeshow formula. The data collection technique involved distributing questionnaires using a Likert scale. Data analysis was conducted using Structural Equation Modeling with Partial Least Squares, and the obtained data was processed using SmartPLS 4.1 software. The results of the study indicate that E-WOM has a significant positive effect on Purchase Decisions, E-WOM has a significant positive effect on Brand Image, Content Marketing has a significant positive effect on Purchase Decisions, Content Marketing has a significant positive effect on Brand Image, Brand Image has a significant positive effect on Purchase Decisions, Brand Image mediates the effect of E-WOM on Purchase Decisions, and Brand Image mediates the effect of Content Marketing on Purchase Decisions. Keywords : Electronic Word Of Mouth, Content Marketing, Brand Image, Purchase Decision.

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