The Effect of Content Marketing and Brand Image on Purchase Decisions with Trust as an Intervening Variable – AJHSSR

The Effect of Content Marketing and Brand Image on Purchase Decisions with Trust as an Intervening Variable

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The Effect of Content Marketing and Brand Image on Purchase Decisions with Trust as an Intervening Variable

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ABSTRACT: This study analyzes the effect of content marketing and brand image on purchasing decisions, with trust as an intervening or mediating variable. The subject of this research is a study of TikTok users who use Grace and Glow Body Wash with a sample size of 152 respondents using a purposive sampling technique based on the criteria of consumers who have purchased at least once. The analytical method used is Structural Equation Modeling (SEM) which is processed using the AMOS program.

KEYWORDS: Content Marketing. Brand Image, Trust, Purchase Decision.