The influence of content marketing and electronic word of mouth on purchase decisions: The mediating role of brand awareness in Deliwafa Store products

Abstrak

This study aims to analyze the influence of content marketing and electronic word of mouth (E-WOM) on purchase decisions through brand awareness as a mediating variable among Deliwafa Store consumers. This research used a quantitative approach with a survey method. The population of this study consisted of Instagram followers of Deliwafa Store, while the sampling technique used purposive sampling. The total sample in this study was 170 respondents. Data collection was conducted through online questionnaires distributed using Google Forms. The data analysis technique used Structural Equation Modeling based on Partial Least Square (PLS-SEM) with the assistance of SmartPLS 4. The results showed that content marketing had a positive and significant effect on brand awareness and purchase decisions. Electronic word of mouth (E-WOM) also had a positive and significant effect on brand awareness and purchase decisions. In addition, brand awareness had a significant effect on purchase decisions and was able to strengthen the influence of content marketing and E-WOM on consumer purchase decisions. The findings indicate that digital marketing strategies through attractive, informative, and relevant content as well as positive consumer reviews on social media can increase brand awareness and consumer purchase decisions at Deliwafa Store. The theoretical implication of this study is to reinforce digital marketing theory by demonstrating that relevant digital content and positive consumer reviews are key factors in building brand awareness and influencing consumers' purchase decisions. Furthermore, the findings enrich the existing empirical evidence regarding the mechanism through which digital marketing strategies affect consumer behavior in the retail sector.

Kata kunci

• Brand Awareness
• Content Marketing
• electronic word of mouth
• purchase decision