<![CDATA[This study aims to analyze the influence of content marketing, brand awareness, product quality, brand ambassador, and brand image on students’ decision to purchase Citra hand and body lotion. This study employs a quantitative research approach. Purposive sampling was used. The research data were collected by distributing questionnaires to 179 active students at three universities. All data were analyzed using multiple linear regression in SPSS version 25. The results of the study show that product quality, the brand ambassador variable, and brand image have significant effects on the decision to purchase. Meanwhile, the content marketing and brand awareness variables indicate that they do not affect purchase decisions. The conclusion of research on superior product quality, the active role of brand ambassadors, and a strong brand image can increase purchase decisions. The implications of this study show that product quality, the role of brand ambassadors, and brand image play a strategic role in influencing purchasing decisions among students. The novelty of this study lies in its focus on students who use hand and body lotion products, showing that purchase decisions are more influenced by product quality, brand ambassador roles, and brand image than by content marketing and brand awareness.]]>
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