Pengaruh Content Marketing, User-Generated Content, dan Brand Awareness terhadap Keputusan Pembelian pada Kosmetik Lokal
DOI:
https://doi.org/10.65310/wt8rtj97Keywords:
Content Marketing, User-Generated Content, Brand Awareness, Purchasing Decision.Abstract
The research aims to analyze the influence of content marketing, user-generated content, and brand awareness on consumer purchasing decisions for kosmetik products, as well as to identify the most dominant variable. Using a quantitative approach, the research involved 130 respondents who had purchased kosmetik products at least once, selected through purposive sampling. Primary data were collected through online questionnaires and analyzed using SPSS with validity tests, reliability tests, classical assumption tests, multiple linear regression, t-tests, F-tests, and the coefficient of determination. The findings indicate that content marketing, user-generated content, and brand awareness simultaneously affect purchasing decisions. Partially, all three variables also have a positive and significant effect, with brand awareness emerging as the most dominant factor influencing consumers’ purchasing decisions..
Downloads
References
Adha, S. (2022). Faktor revolusi perilaku konsumen era digital: sebuah tinjauan literatur. Jipis, 31(2), 134-148. https://doi.org/10.33592/jipis.v31i2.3286.
Anggriani, Y., & Ismunandar, I. (2022). Pengaruh Brand Awareness Dan Perceived Quality Terhadap Repurchase Intention Pada Produk Ms Glow Di Kota Bima. JUEB: Jurnal Ekonomi Dan Bisnis, 1(2), 71-81. https://doi.org/10.55784/jueb.v1i2.120.
Anisa, D. K. A., & Marlena, N. (2022). Pengaruh user generated content dan e-wom pada aplikasi TikTok terhadap purchase intention produk fashion. Jurnal Sinar Manajemen, 9(2), 207–218. https://doi.org/10.56338/jsm.v9i2.2610
Azizah, D. U., & Rafikasari, E. F. (2022). Pengaruh Content Marketing Dan Social Media Marketing Instagram Terhadap Minat Beli Konsumen@ Souvenirmurah_Ta Di Masa Pandemi. Juremi: Jurnal Riset Ekonomi, 2(1), 135-146. https://doi.org/10.53625/juremi.v2i1.2418.
Bawono, A., Isanawikrama, I., Arif, K., & Kurniawan, Y. J. (2018). Pengaruh Perilaku Konsumen, Brand Image Dan Promosi Terhadap Keputusan Pembelian Online Pada Situs Belanja Online (Studi Kasus pada Situs Belanja Online XYZ). Jurnal pengabdian dan kewirausahaan, 2(2). http://dx.doi.org/10.30813/jpk.v2i2.1366.
Christodoulides, G., Jevons, C., & Bonhomme, J. (2012). Memo to marketers: Quantitative evidence for change -how user-generated content really affects brands. Journal of Advertising Research, 52(1), 53–64. https://doi.org/10.2501/JAR-52-1-053-064
Compas.co.id (2022) Top 5 Brand Perawatan Wajah di E-commerce Indonesia dengan Penjualan di atas Rp 10 Miliar. Retrieved from Compas.co.id:https://compas.co.id/article/top-5-brand-perawatan-wajah/.
Dewi, N. M. P., Imbayani, I. G. A., & Ribek, P. K. (2021). Pengaruh social media marketing terhadap keputusan pembelian yang dimediasi e-word of mouth pada Givanda Store Denpasar. Emas, 2(2). https://doi.org/10.30388/10.30388/emas.v6i1.
Fahimah, M. A., & Ningsih, L. A. (2022). Strategi content marketing dalam membangun customer engagement. Benchmark, 3(1), 43-52. https://doi.org/10.46821/benchmark.v3i1.283.
Hayat, M. A., Hermawan, A., & Nuryadin, A. (2024). Pengaruh social media marketing dan user generated content (UGC) terhadap purchase decision produk Luxcrime pada Generasi Z di TikTok. Journal of Information Systems Management and Digital Business (JISMDB), 2(1), 125-136. https://doi.org/10.70248/jismdb.v2i1.1184.
Hayati, N., & Sudarwanto, T. (2024). Pengaruh Content Marketing Dan Brand Image Terhadap Keputusan Pembelian Produk Lip Tint Barenbliss. Jurnal Pendidikan Tata Niaga (JPTN), 12(2), 273-282. https://doi.org/10.26740/jptn.v12n2.p273-282.
Kim, J. (2012). The institutionalization of YouTube: From user-generated content to professionally generated content. Media, culture & society, 34(1), 53-67. https://doi.org/10.1177/0163443711427199.
Kurniasari, M., & Budiatmo, A. (2018). Pengaruh social media marketing, brand awareness terhadap keputusan pembelian dengan minat beli sebagai variabel intervening pada J. Co Donuts & Coffee Semarang. Jurnal Ilmu Administrasi Bisnis, 7(3), 152-159. https://doi.org/10.14710/jiab.2018.20968.
Kurniawati, P., & Susanti, A. (2023, May). Pengaruh Brand Awareness, Brand Exposure Dan Electronic Word of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Pengguna Produk the Body Shop Di Surakarta). In Seminar Nasional Pariwisata dan Kewirausahaan (SNPK) (Vol. 2, pp. 330-338). https://doi.org/10.36441/snpk.vol2.2023.138.
Lestari, V. (2023). Strategic Approaches to Marketing Management in Contemporary Business Environments. Advances: Jurnal Ekonomi & Bisnis, 1(5), 255-268. https://doi.org/10.60079/ajeb.v1i5.210.
Marlena, N. (2022). Pengaruh user generated content dan e-wom pada aplikasi Tik-Tok terhadap purchase intention produk fashion. Jurnal Sinar Manajemen, 9(2), 207-218. https://doi.org/10.56338/jsm.v9i2.2610.
O’Hern, M. S., & Kahle, L. R. (2013). The empowered customer: User-generated content and the future of marketing. Global Economics and Management Review, 18(1), 22-30. https://doi.org/10.1016/S2340-1540(13)70004-5.
Purwanti, I. R. (2025). Pengaruh Influencer dan Content Marketing serta Online Customer Review terhadap Keputusan Pembelian Skincare Bioaqua di TikTok. Ekopedia: Jurnal Ilmiah Ekonomi, 1(4), 2981-2995. https://doi.org/10.63822/kzsp8c31.
Rozi, I. A., & Khuzaini. (2021). Pengaruh Harga Keragaman Produk, Kualitas Pelayanan dan Promosi terhadap Keputusan Pembelian Di Marketplace Shopee. Jurnal Ilmu Dan Riset Manaemen, 10, 1–20.
Salam, A., & Sukiman, S. (2021). Pengaruh Green Marketing dan Brand Awareness Terhadap Keputusan Pembelian Konsumen Produk Merek Aqua. Jurnal Ilmu Manajemen, 11(1), 69. https://doi.org/10.32502/jimn.v11i1.3427.
Wilson, L. (2019). 30-Minute Social Media Marketing (SMM) Actions. In 30-Minute Website Marketing (pp. 57-71). Emerald Publishing Limited. https://doi.org/10.1108/978-1-83867-078-820191005.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Puji Widia Andari, Lies Handrijaningsih (Author)
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
