The Effects of Content Marketing and Influencer Credibility on Purchase Decisions: The Mediating Role of Brand Image
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Abstract
Increasingly intense competition has encouraged companies to use content marketing strategies and influencer credibility to build relationships with consumers. However, the effectiveness of these strategies depends not only on promotional activities but also on companies’ ability to establish a positive brand image in consumers’ minds. This study aims to analyze the effects of content marketing and influencer credibility on purchase decisions, with brand image as a mediating variable, among Skintific product users at the Faculty of Economics and Business, Universitas Muhammadiyah Cirebon. It employs a quantitative approach with an explanatory survey method. The sample consists of 150 respondents selected using purposive sampling. Data were collected through questionnaires using a five-point Likert scale and analyzed using Partial Least Squares–Structural Equation Modeling (PLS-SEM). The results show that content marketing, influencer credibility, and brand image have positive and significant effects on purchase decisions. The findings indicate that digital marketing strategies supported by high-quality content and highly credible influencers can strengthen brand image, thereby increasing consumers’ purchase decisions regarding Skintific products.
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