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All Journal International Journal of Applied Business and International Management
Gusti Ayu Aghivirwiati
Institusi Teknologi dan Bisnis STIKOM Bali
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Social Sciences

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Digital Content Management and Purchase Decisions: The Mediating Role of Customer Engagement in Perfume MSMEs Gusti Ayu Aghivirwiati; Ni Putu Nanik Hendayanti; I Gede Mahendra Arlansa; Ni Komang Ayu Pirji Pratiwi; Putu Nadine Rania Pratiwi; Jose Agostinho da Costa Belo Pereira
International Journal of Applied Business and International Management Vol 11, No 2 (2026): August 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijabim.v11i2.4574

Abstract

The competition in Indonesia’s local perfume industry has become increasingly intense, along with the growing number of micro, small, and medium enterprises (MSMEs) utilizing digital media as a promotional tool. This study aims to analyze the effects of content marketing and online advertising on purchase decisions, as well as to examine the mediating role of customer engagement in this relationship. The research was conducted on perfume MSMEs in Indonesia that actively market their products through social media and digital platforms. A quantitative research approach was employed by distributing questionnaires to consumers who have purchased or used local perfume products. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) to test the relationships among variables. The findings are expected to contribute theoretically to the development of digital marketing studies and provide practical benefits for MSME practitioners in designing effective promotional strategies. The targeted outputs of this research include the publication of a scientific article in an accredited national journal and strategic recommendations for perfume MSMEs to optimize content marketing and online advertising in order to strengthen customer engagement and enhance consumer purchase decisions.
Co-Authors I Gede Mahendra Arlansa Jose Agostinho da Costa Belo Pereira Ni Komang Ayu Pirji Pratiwi Ni Putu Nanik Hendayanti Putu Nadine Rania Pratiwi