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

Salwa Fitri Ramadhani (), Muinah Fadhilah and Lusia Tria Hatmanti Hutami
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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

A chapter in Proceedings of the 4th International Conference on Management and Business (ICoMB 2025), 2026, pp 34-48 from Springer

Abstract: 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).

Keywords: Content Marketing; Influencer Marketing; Brand Awareness; Purchase Decision (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-656-2_4

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