The Influence of Content Marketing and Influencer Marketing on Evangeline Perfume Purchasing Decisions in Palembang City

M. Taqi Triabdel; Nofiawaty Nofiawaty; Mohammad Eko Fitrianto; Aslamia Rosa; Ana Yanovi

doi:10.63922/ijebir.v5i05.6242

M. Taqi Triabdel Management Study Program, Sriwijaya University
Nofiawaty Nofiawaty Management Study Program, Sriwijaya University
Mohammad Eko Fitrianto Management Study Program, Sriwijaya University
Aslamia Rosa Management Study Program, Sriwijaya University
Ana Yanovi Management Study Program, Sriwijaya University

DOI: https://doi.org/10.63922/ijebir.v5i05.6242

Keywords: Content Marketing, Influencer Marketing, Purchasing Decisions

Abstract

The development of the internet and social media has driven a shift in marketing strategies toward digital marketing, which is more effective in influencing consumer behavior. Content marketing and influencer marketing have become two strategies widely used by companies to increase brand awareness, build trust, and drive purchasing decisions, particularly in the highly competitive perfume industry. This study aims to analyze the influence of content marketing and influencer marketing on purchasing decisions for Evangeline perfume in Palembang. The study employs a quantitative approach using a survey method. Data were collected by distributing questionnaires to Evangeline perfume consumers in Palembang and were analyzed using IBM SPSS Statistics via multiple linear regression analysis. The results indicate that Content Marketing and Influencer Marketing have a positive and significant effect on purchasing decisions. Informative, relevant, and engaging content, along with support from influencers who possess credibility, appeal, and expertise, can increase consumer trust, thereby driving purchasing decisions. Thus, optimizing Content Marketing and Influencer Marketing strategies is a key factor in boosting purchasing decisions and strengthening the competitiveness of local perfume brands in Indonesia.

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