Overview

In today's fast-evolving digital marketplace, understanding what drives consumers to make purchasing decisions has become more important than ever. This book explores how content marketing and brand image influence purchase intention, focusing on fashion products sold through the Shopee e-commerce platform in Depok City. It highlights the growing importance of online shopping and the competitive nature of digital marketplaces.Drawing on a quantitative research approach, the study examines key elements of marketing content, including visual quality, product descriptions, and content variety. It also analyzes how brand image shapes consumer perceptions and trust. By combining these factors, the book provides a clear picture of how businesses can attract and retain customers in the digital era.The findings reveal that both content marketing and brand image play a significant role-individually and together-in influencing consumers' intention to buy. Engaging and informative content, supported by a strong and positive brand image, can significantly increase consumer interest and confidence in purchasing fashion products online. Designed for students, researchers.

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