The Influence Of Content Marketing On Purchase Decision With Brand Awareness As A Mediation Variable In Cilacap Culinary Umkm

Felia Rizky Amalia Hariyadi, Sri Murni Setyawati, Monica Rosiana, Eko Supriyanto

Abstract


Social media marketing is currently a very popular media in the community both in promoting products or services. This has finally become a hot topic of discussion in conducting promotions in the digital field. Content marketing is a step in planning to create interesting content that aims to attract consumer attention. The growth of umkm, which is increasing every year, has made business owners start to explore the digitalization of promotion. This study aims to analyze the effect of content marketing, brand awareness on purchasing decisions for Culinary MSMEs in Cilacap. This study uses a quantitative method with the data collection process by distributing questionnaires to consumers of Culinary MSMEs in Cilacap Regency. The method used is descriptive quantitative method. The analysis used is simple linear regression analysis with the independent variable content marketing, the dependent variable purchasing decisions and also brand awareness as a mediating variable. After analyzing, the results obtained are content marketing has a significant effect on purchasing decisions, content marketing has a significant effect on brand awareness, and brand awareness can mediate the relationship between content marketing and purchasing decisions.

Keywords: Content Marketing, Brand Awareness, Purchase Decision, MSMEs


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References


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