Peran Konten Digital Marketing, Brand Image dan Kualitas Pelayanan terhadap Minat Beli Konsumen Mie Gacoan Kota Bengkulu

Abstract

Purchase intention is an early indicator of consumer buying decisions, particularly in the highly competitive culinary industry, where findings on the roles of digital marketing content, brand image, and service quality remain inconsistent. This study aims to examine the effect of digital marketing content, brand image, and service quality on consumer purchase intention at Mie Gacoan Bengkulu City, both partially and simultaneously. A quantitative explanatory approach was applied to 170 respondents selected through purposive sampling. Data were collected using an online Likert-scale questionnaire and analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The results show that digital marketing content, brand image, and service quality each have a positive and significant partial effect on purchase intention, with T-statistics of 4.612, 4.266, and 3.291, respectively (p<0.05). Simultaneously, the three variables significantly affect purchase intention, with an F-statistic of 40.73 (p<0.001) and an R-Square of 0.424. Digital marketing content provides the largest contribution (path coefficient 0.306), followed by brand image (0.281) and service quality (0.233). These findings imply that Mie Gacoan Bengkulu City needs to continuously optimize its digital marketing content, strengthen its brand image, and improve its service quality to increase consumer purchase intention.