Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Gemilang: Jurnal Manajemen dan Akuntansi
Amisha Nurfitriyani
Unknown Affiliation
Humanities

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
Pengaruh Content Marketing terhadap Purchase Decision Dimediasi Brand Trust dan Customer Engagement Amisha Nurfitriyani; Asep Supriadi; Hayati Nupus
GEMILANG: Jurnal Manajemen dan Akuntansi Vol. 5 No. 3 (2025): Jurnal Manajemen dan Akuntansi
Publisher : BADAN PENERBIT STIEPARI PRESS

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56910/gemilang.v5i3.2511

Abstract

The purpose of this study is to examine how content marketing affects customers' decisions to buy Kulo Coffee products, taking into account the mediating effects of customer engagement and brand trust. This study employed a quantitative approach using a descriptive methodology. Questionnaires and a review of the literature were used to gather data. Coffee drinkers in Tangerang Regency made up the study's population, and 140 respondents were selected through the use of purposive selection and sample withdrawal through incidental sampling. This study's analysis approach makes use of SmartPLS 4's Structural Equation Modeling (SEM) tool. The results indicate that is no significant effect of Content Marketing on Purchase Decision Brand Trust has a positive and significant impact on Purchase Decision, that Content Marketing has a positive and significant effect on Brand Trust, that Brand Trust has a positive and significant impact on Purchase Decision, that Content Marketing has a positive and significant effect on Customer Engagement, that Brand Trust can mediate the effect of Content Marketing on Purchase Decision, and that Customer Engagement can mediate the effect of Content Marketing on Purchase Decision.
Co-Authors Asep Supriadi Hayati Nupus