The Influence of Content Marketing on Instagram and Brand Trust to Purchase Decision of Skintific Skincare

Authors

  • Zakiyah Maqfirah
  • Fiska Kusumawati

DOI:

https://doi.org/10.54595/jmeb.v5i1.100

Keywords:

Content Marketing, Brand Trust, Purchase Decision

Abstract

In the increasingly advanced digital era, all industries are experiencing growth. One of the industries experiencing rapid growth is the beauty industry, with the introduction of numerous new skincare products. To decide to buy a product, information and trust in the brand are essential. This research analyses the influence of content marketing on Instagram and brand trust to purchase decision of Skintific skincare. The method used in this research is quantitative, and questionnaires are distributed via Google Form. The data in this research were obtained from the results of questionnaires distributed to 100 respondents who were samples in this research. Test and analyze the data in this research using SPSS version 25. The results obtained in this research indicate a partial influence between content marketing and brand trust on purchasing decisions and a simultaneous influence between content marketing and brand trust on purchasing decisions.

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Published

02-11-2025

How to Cite

Zakiyah Maqfirah, & Fiska Kusumawati. (2025). The Influence of Content Marketing on Instagram and Brand Trust to Purchase Decision of Skintific Skincare. Journal of Management and Energy Business, 5(1). https://doi.org/10.54595/jmeb.v5i1.100

Issue

Vol. 5 No. 1 (2025): Journal of Management and Energy Business

Section

Table of Contents

License

Copyright (c) 2025 Zakiyah Maqfirah, Fiska Kusumawati

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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