Main Article Content

Abstract

This study aims to test the influence of Content Marketing, Influencer Marketing, and Brand Awareness on Purchasing Decisions. This study used a sample of 114 respondents. Sampling was carried out using the purposive sampling method with the criteria that respondents were Hanasui cosmetic users who had purchased at least twice and respondents were at least 17 years old. The data analysis technique used was Multiple Linear Regression with SPSS 26 software. The results of this study indicate that Content Marketing partially has a positive effect, Influencer Marketing partially has a positive effect, and Brand Awareness partially has a negative effect on Purchasing Decisions.

Keywords

Content Marketing Influencer Marketing Brand Awareness Keputusan Pembelian

Article Details

References

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