Pengaruh Digital Content Marketing terhadap Purchase Intention Produk Skincare Lokal dengan Customer Loyalty dan Brand Trust sebagai Variabel Mediasi di Jabodetabek

Ambarita, May Hotma Dewi Manik (2024) Pengaruh Digital Content Marketing terhadap Purchase Intention Produk Skincare Lokal dengan Customer Loyalty dan Brand Trust sebagai Variabel Mediasi di Jabodetabek. Masters thesis, Universitas Tarumanagara.

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Abstract

This study explores the effect of Digital Content Marketing (DCM) on purchase intention, with Brand Trust and Customer Loyalty as mediating variables, in the context of local skincare products. DCM is conceptualized as content that provides information, visual
appeal, and brand engagement through social media platforms, primarily Instagram. Using a quantitative approach, data were collected from 220 respondents who met predefined criteria, including prior interaction with skincare content on Instagram. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). Results indicate that DCM has a significant impact on both brand trust and customer loyalty, which
in turn significantly influence purchase intention. Furthermore, DCM also directly affects purchase intention, while brand trust and loyalty serve as partial mediators. These findings align with the Stimulus-Organism-Response (S-O-R) model, where content serves as the stimulus that shapes internal psychological responses, leading to behavioral outcomes such as purchase intention. This study provides practical and theoretical insights into how digital content strategies influence consumer decision-making in online markets. It highlights the importance of content that not only informs but also creates emotional connection and engagement. Future studies are encouraged to explore various content types and expand across digital platforms to better understand consumer responses in diverse digital contexts.

Item Type:	Thesis (Masters)
Additional Information:	Dosen Pembimbing: Dr. Hetty Karunia Tunjungsari, S.E., M.Si.
Uncontrolled Keywords:	Keywords: Digital Content Marketing, Brand Trust, Customer Loyalty, Purchase Intention, Local Skincare, SEM
Subjects:	Tesis Tesis > Pascasarjana
Divisions:	Pascasarjana
Depositing User:	Pasca Perpus
Date Deposited:	21 May 2026 04:49
Last Modified:	21 May 2026 04:49
URI:	https://repository.untar.ac.id/id/eprint/49457

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