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The Influence of Content Marketing and Influencer Marketing on Purchase Decisions Through Brand Awareness as an Intervening Variable

In: Proceedings of the 4th International Conference on Management and Business (ICoMB 2025)

Author

Listed:
  • Salwa Fitri Ramadhani

    (Universitas Sarjanawiyata Tamansiswa, Management Study Program)

  • Muinah Fadhilah

    (Universitas Sarjanawiyata Tamansiswa, Management Study Program)

  • Lusia Tria Hatmanti Hutami

    (Universitas Sarjanawiyata Tamansiswa, Management Study Program)

Abstract

This study aims to determine the effect of content marketing and influencer marketing on purchase decisions through brand awareness as an intervening variable on Collagena Susu Steril in Indonesia. The sampling technique used was nonprobability sampling, which distributed questionnaires to 114 respondents, measured with a Likert scale, for data analysis techniques using multiple linear regression methods. The results of this study indicate that content marketing (X1) has a positive and significant effect on purchase decisions (Y), influencer marketing (X2) does not have a significant positive effect on purchase decisions (Y), and brand awareness (Z) has a significant positive effect on purchase decisions (Y). Content marketing (X1) and influencer marketing (X2) have a positive effect on purchase decisions (Y) through brand awareness (Z).

Suggested Citation

  • Salwa Fitri Ramadhani & Muinah Fadhilah & Lusia Tria Hatmanti Hutami, 2026. "The Influence of Content Marketing and Influencer Marketing on Purchase Decisions Through Brand Awareness as an Intervening Variable," Advances in Economics, Business and Management Research, in: Johannes Maysan Damanik & Md. Mahmudul Alam & Suddin Lada (ed.), Proceedings of the 4th International Conference on Management and Business (ICoMB 2025), pages 34-48, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-656-2_4
    DOI: 10.2991/978-94-6239-656-2_4
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