Content Marketing Impact on Consumer Purchase Decision Through Purchase Intention of Skintific Skincare Products
DOI:
https://doi.org/10.53682/mk.v6i1.11242Keywords:
Content Marketing, Purchase Decision, Purchase IntentionAbstract
Technological advancement creates an easement for customers to meet their expectations with the products available and creates a pool of followers with the usage of social media and ultimately creates a fanbase where the product information travels as fast as the social media traffic. The purpose of this research is to determine the role of content marketing on the purchase decision of Skintific skincare products, with purchase intention as a mediating variable. The type of research method used in this observation is a quantitative method. The respondents of this research are consumers who have bought any Skintific skincare product and consumers who have already viewed any Skintific social media content. The respondents of this research are spread around the Manado City area. Based on the result using SmartPLS 4.0, content marketing directly and significantly influences purchase decision, content marketing significantly influences purchase intention, and purchase intention significantly influences purchase decision. Lastly, content marketing significantly influences purchase decisions through the purchase intention of the Skintific skincare product. The management must enhance the metrics of the variables provided to reach the optimal level of purchase decision.
References
Al-Gasawneh, J. A., & Al-Adamat, A. M. (2020). The mediating role of e-word of mouth
on the relationship between content marketing and green purchase intention.
Management Science Letters, 10(8), 1701–1708.
https://doi.org/10.5267/j.msl.2020.1.010.
Al Aziz, I. M., Fauziyah, A., & Koeswandi, T. A. L. (2022). The Influence of Content
Marketing Instagram on Consumer Purchase Decisions (Study at Almeera Atelier).
A Social Science and Entrepreneurship Journal, 2(2), 24–27.
https://doi.org/10.17509/asset.v2i2.46929.
Ansari, S., Ansari, G., Ghori, M. U., & Kazi, A. G. (2019). Impact of Brand Awareness and
Social Media Content Marketing on Consumer Purchase Decision. Journal of Public
Value and Administration Insights, 2(2), 5–10. https://doi.org/10.31580/jpvai.v2i2.896
Cahyo, N. (2024). Pengaruh Content Marketing dan Social Media Marketing Terhadap
Buying Decision dengan Buying Intention Sebagai Variabel Intervening. Indonesian
Research Journal on Education, 4(3), 45–55. https://doi.org/10.31004/irje.v4i3.681
Chan, A. & Astari, D. (2017). The Analysis of Content Marketing in Online Fashion Shops
in Indonesia. Review of Integrative Business and Economics Research, 6(2), pp.225-233.
Firmansyah, A. (2018). Perilaku Konsumen (Sikap dan Pemasaran). Yogyakarta: CV. Budi
Utama.
Gumanti, M., & Utami, B. (2021). Analisis korelasi harga, kualitas produk dan kualitas
pelayanan terhadap kepuasan konsumen pada klinik skincare (Studi pada Klinik
Puspita Pringsewu). PROMOSI (Jurnal Pendidikan Ekonomi), 9(2), 63–67.
https://doi.org/10.24127/pro.v9i2.4513.
Hanaysha, J. R. (2022). Impact of social media marketing features on consumers’ purchase
decision in the fast-food industry: Brand trust as a mediator. International Journal of
Information Management Data Insights, 2(2), 100102.
https://doi.org/10.1016/j.jjimei.2022.100102
Hair, J. F., Risher, J. J., & Ringle, C. M. (2018). When to use and how to report the results
of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-
-2018-0203
Hutomo, A., Marditama, T., Limakrisna, N., Sentosa, I., Lee, J., & Yew, K. (2020). Green
Human Resource Management, Customer Environmental Collaboration and the
Enablers of Green Employee. Empowerment: Enhancing an Environmental Performance.
(2), 358–372. https://doi.org/10.38035/DIJEFA.
Indarto, A. & Farida, S. (2022). Pengaruh Brand Image dan Presepsi Kualitas terhadap
Minat Beli Iphone di Surabaya. Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah,
(4), 1258-1266. https://doi.org 10.47467/alkharaj.v4i4.919
Jogiyanto, H. (2011). Metodologi Penelitian Bisnis: Salah Kaprah dan Pengalaman-pengalaman.
BPFE. Yogyakarta.
Komalasari, F., Christianto, A., & Ganiarto, E. (2021). Factors Influencing Purchase
Intention in Affecting Purchase Decision: A Study of E-commerce Customers in
Greater Jakarta. BISNIS & BIROKRASI: Jurnal Ilmu Administrasi dan Organisasi, 28 (1), https://doi.org/10.20476/jbb.v28i1.1290.
Kotler, P., & Keller, K. L. (2012). Marketing management. Pearson, London
Kotler, P. and Armstrong, G. (2017). Principles of Marketing. Pearson, London.
Limandono, J. A. D. D. (2018). Pengaruh Content Marketing Dan Event Marketing
Terhadap Customer Engagement Dengan Sosial Media Marketing Sebagai Variabel
Moderasi Di Pakuwon City. Jurnal Strategi Pemasaran, 5(1), 1-11.
Mowen, J. C. and Minor, M. (2012). Consumer Behavior. 5th Edition. Translated by
Erlangga, Jakarta.
Mukharramah, U. et. al., (2022). Pengaruh Konten Marketing dan Citra Merek Terhadap
Keputusan Pembelian dengan Dimediasi Minat Beli pada Pengguna Aplikasi
Tokopedia. MASTER: Jurnal Manajemen Strategik Kewirausahaan. 2(1), 73-84.
https://doi.org/10.37366/master.v2i1.444
Nielsen (2017). Understanding Today’s Omnishopper.
https://www.nielsen.com/us/en/insights/article/2017/understanding-todaysomnishopper/.
Prabowo, E. & Komaladewi, R. (2024). The Effect of Social Media Marketing on Instagram
Towards Purchase Intention & Purchase Decision of Erigo Products. COSTING:
Journal of Economic, Business and Accounting, 7(6):784-799.
https://doi.org/10.31539/costing.v7i6.12627
Ramadoni, W. (2020). Pengaruh Promosi Ovo Terhadap Minat Beli Dan Keputusan
Pembelian Pada Pengguna Ovo. Ecopreneur.12. 3(1),
https://doi.org/10.2345/E12.V3I1.673.
Sarwono, J. (2015). Statistik untuk Riset Skripsi. Yogyakarta: Andi Offset.
Winasis, C. et.al. (2022). Determinasi keputusan pembelian: harga, promnosi dan
kualitas produk (literatur review manajemen pemasaran). Jurnal Ilmu Manajemen
Terapan, 3(4), 399-410. https://doi.org/10.31933/jimt.v3i4.957
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Josep Palulungan, Kenneth Angliadi, Andrew Asalui
This work is licensed under a Creative Commons Attribution 4.0 International License.
