THE Improve purchasing decisions through Content Marketing, Brand Image, and Customer Trust in Decisions

Improve purchasing decisions through Content Marketing, Brand Image, and Customer Trust in Decisions

Abstract

This study aims to examine the influence of content marketing, brand image, and customer trust on purchasing decisions for skincare products. The skincare industry is experiencing rapid growth along with increasing consumer awareness of self-care. In increasingly tight competition, content-based marketing strategies, strong brand image, and customer trust are important factors in influencing purchasing decisions. This study uses a quantitative approach with a survey method involving 200 respondents who are skincare product users in urban areas. Data were analyzed using the Structural Equation Modeling (SEM) PLS method using inner and outer models to determine the influence of each independent variable on purchasing decisions. The results of the study show that content marketing, brand image, and customer trust Partially have a significant influence on purchasing decisions for skincare products. brand image and customer trust have a more dominant influence than content marketing. These findings confirm that in addition to an attractive content strategy, building a positive brand image and creating consumer trust are the keys to increasing sales of skincare products