<![CDATA[The rapid growth of e-commerce has intensified competition among digital marketplaces, prompting companies to develop effective marketing strategies to influence consumers’ online purchase intentions. This study aims to examine the effects of content marketing and price promotions on online purchase intention, with online customer trust serving as a mediating variable among Shopee consumers in the Solo Raya region. A quantitative research approach was employed through a survey of 200 Shopee users selected using purposive sampling. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings indicate that price promotions have a significant effect on online purchase intention, whereas content marketing has no significant direct effect. However, both content marketing and price promotions significantly enhance online customer trust, which, in turn, has a positive effect on online purchase intention. Furthermore, online customer trust significantly mediates the relationships between content marketing and online purchase intention, as well as between price promotions and online purchase intention. These findings extend the Stimulus–Organism–Response (S-O-R) theory by demonstrating that consumer trust functions as a key psychological mechanism through which marketing stimuli influence behavioral responses. The study provides practical implications for e-commerce platforms by highlighting the importance of integrating high-quality digital content and attractive promotional strategies with trust-building initiatives to strengthen consumers’ purchase intentions.]]>
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