The Influence of Content Marketing and Influencer Marketing on Consumer Purchasing Decisions Through Customer Engagement as a Mediating Variable (Case Study of Consumers of Skintific Products on Shopee
DOI:
https://doi.org/10.31603/conference.17649Kata Kunci:
content marketing, influencer marketing, customer engagement, consumer purchasing decisionsAbstrak
This study was motivated by the increasing trend of online purchases of skincare and beauty products as a form of self-reward. The population for this study consisted of Skintific product consumers on the Shopee marketplace platform. Sampling was conducted using a purposive sampling technique, with a total sample size of 170 respondents. Data analysis in this study was conducted using Smart PLS 4 software. The results indicate that influencer marketing and customer engagement have a positive and significant effect on consumer purchasing decisions, whereas content marketing has a positive but insignificant effect on consumer purchasing decisions. Content marketing and influencer marketing have a positive and significant effect on customer engagement. Furthermore, customer engagement mediates the relationship between content marketing and influencer marketing on consumer purchasing decisions with a positive and significant effect.
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