Journal of Humanities and Social Studies
Vol 9, No 3 (2025): Journal of Humanities and Social Studies

The Effect of Content Marketing and Brand Awareness on Purchase Decisions on Naabakehouse

Wardhani, Nadya Puspita (Unknown)
Fitriyah, Zumrotul (Unknown)

Article Info

Publish Date
26 Nov 2025

Abstract

This study aims to analyze the influence of content marketing and brand awareness on consumer purchasing decisions at Naabakehouse SMEs in Surabaya. This research uses a quantitative approach with data collected through questionnaires from 95 respondents who have seen the content and purchased Naabakehouse products. The data analysis technique used is Structural Equation Modelling (SEM) based on Partial Least Squares (PLS). The results show that content marketing and brand awareness have a positive and significant effect on consumer purchasing decisions. These findings highlight the importance of content strategy and brand awareness in shaping consumer behavior in the digital era.

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Journal Info
Journal of Humanities and Social Studies
Website

Abbrev

jhss

Publisher

Universitas Pakuan

Subject

Arts Humanities Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

Journal of Humanities and Social Studies is an academic journal that publishes scientific papers in the field of humanities and social studies. This journal is published two times a year (March and September) by Lembaga Penelitian dan Pengabdian Pada Masyarakat, Universitas Pakuan Bogor since 2017. ...