Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)

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The Influence of Content Marketing and Influencer Marketing on Purchase Decisions Through Brand Awareness as an Intervening Variable

(A Case Study of Collagena Susu Steril in Indonesia)

Authors
Salwa Fitri Ramadhani1, *, Muinah Fadhilah1, Lusia Tria Hatmanti Hutami1
1Management Study Program, Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
*Corresponding author. Email: salwafitri226@gmail.com
Corresponding Author
Salwa Fitri Ramadhani
Available Online 24 April 2026.
DOI
10.2991/978-94-6239-656-2_4How to use a DOI?
Keywords
Content Marketing; Influencer Marketing; Brand Awareness; Purchase Decision
Abstract

This study aims to determine the effect of content marketing and influencer marketing on purchase decisions through brand awareness as an intervening variable on Collagena Susu Steril in Indonesia. The sampling technique used was nonprobability sampling, which distributed questionnaires to 114 respondents, measured with a Likert scale, for data analysis techniques using multiple linear regression methods. The results of this study indicate that content marketing (X1) has a positive and significant effect on purchase decisions (Y), influencer marketing (X2) does not have a significant positive effect on purchase decisions (Y), and brand awareness (Z) has a significant positive effect on purchase decisions (Y). Content marketing (X1) and influencer marketing (X2) have a positive effect on purchase decisions (Y) through brand awareness (Z).

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
24 April 2026
ISBN
978-94-6239-656-2
ISSN
2352-5428
DOI
10.2991/978-94-6239-656-2_4How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Salwa Fitri Ramadhani
AU  - Muinah Fadhilah
AU  - Lusia Tria Hatmanti Hutami
PY  - 2026
DA  - 2026/04/24
TI  - The Influence of Content Marketing and Influencer Marketing on Purchase Decisions Through Brand Awareness as an Intervening Variable
BT  - Proceedings of the 4th International Conference on Management and Business (ICOMB 2025)
PB  - Atlantis Press
SP  - 34
EP  - 48
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-656-2_4
DO  - 10.2991/978-94-6239-656-2_4
ID  - Ramadhani2026
ER  -