THE EFFECTS OF CONTENT MARKETING AND BRAND IMAGE ON PURCHASE DECISION THROUGH SOCIAL MEDIA INSTAGRAM (STUDY ON INDONESIA LOCAL COSMETIC PRODUCT)
The purpose of this research was to discover the effect of content marketing on purchase decisions directly and using a brand image as the mediates variable in social media Instagram of Indonesia's local brand cosmetics product case. The first part of the article deals with the background of this research and reveals the connection between the variables. The second part will be focused on the literature review and the research framework. The next part is research methodology. This research used a quantitative research method which was collected the data through an online survey. The total number of respondents for this research was 140 and the data was analyzed with regression analysis using SPSS application. However, the results indicate that content marketing has a moderately significant impact on brand image and purchase decision, but brand image has a strong significant impact on the purchase decision. The paper concludes with findings and discussion; limitations and future research possibilities are also given.
Content Marketing, Brand Image, Purchase Decision, Social Media Marketing, Instagram marketing