The Influence of Content Marketing and Brand Awareness on Purchase Intention for Glad2Glow Products among the OhMyBeautyBank Community on X
DOI:
https://doi.org/10.37676/jmea.v5i3.1582Keywords:
Content Marketing, Brand Awareness, Purchase IntentionAbstract
The beauty industry has shown rapid growth in recent years and is expected to continue growing until 2030. This significant growth and potential has led to the emergence of many beauty brands. As a result, competition in the beauty market has become increasingly fierce, making a brand's ability to present interesting and relevant content and strengthen brand awareness an important factor in influencing consumer decisions. This study aims to analyze the influence of content marketing and brand awareness on the purchasing interest of Glad2Glow products among the OhMyBeautyBank community. This study uses a quantitative approach with an associative causal research type. Data collection techniques were carried out by distributing questionnaires to 100 respondents who are part of the OhMyBeautyBank community. The data was analyzed using multiple linear regression methods. The results show that content marketing partially has a positive and significant effect on purchase intention with a t-value of 4.144 and significance of 0.000. Brand awareness also partially has a positive and significant effect on purchase intention with a t-value of 7.247 and significance of 0.000. Content marketing and brand awareness simultaneously have a positive and significant effect on purchase intention with an F-value of 86.877 and a significance level of 0.000. The adjusted R Square value of 0.634 shows that content marketing and brand awareness can explain 63.4% of the purchase intention variable, while the rest is influenced by other variables outside the scope of this study. The findings in this study indicate that a good content marketing strategy and strong brand awareness can increase consumer purchase interest in Glad2Glow products.
Downloads
References
1. Adzhani, M. E., Pujianto, T., & Syahmurman, F. (2023). Pengaruh Content Marketing Media Sosial Instagram Terhadap Minat Beli Konsumen Pada Usaha Yourgood. Jurnal Pemikiran Masyarakat Ilmiah Berwawasan Agribisnis, 9(2), 2074–2085.
2. Chen, S. (2024). The Impact of Brand Awareness on Purchase Intention. Highlights in Business, Economics and Management, 30, 239–246.
3. Herdiana, A., Priyana, I., Sarifiyono, A. P., & Annisa, S. (2024). Content Marketing dan Self-Image Congruence terhadap Purchase Intention Generasi Z di Tiktokshop Ribsgold. Jurnal Pemasaran Kompetitif, 07(3), 250–260. https://doi.org/https://doi.org/10.32493/jpkpk.v7i3.41047
4. Jannah, H. N., Yulianto, M. R., & Sari, D. K. (2024). Peran Brand Ambassador, Brand Awareness dan Customer Trust Terhadap Minat Beli Wardah. JIMFE: Jurnal Ilmiah Manajemen Fakultas Ekonomi, 10(2), 271–286. https://doi.org/https://doi.org/10.34203/jimfe.v10i2.10852
5. Keller, K. L., & Swaminathan, V. (2020). Strategic brand management: building, measuring, and managing brand equity. Pearson Education.
6. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0 Moving from Traditional to Digital. John wiley & Sons, Inc.
7. Kotler, P., & Keller, K. L. (2016). Marketing Management 15e. Pearson Education.
8. Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2016). Marketing Management (3rd ed.). Pearson Education.
9. Laurence, K. (2024). Pengaruh Social Media Marketing, Brand Image, Brand Awareness, dan Brand Preference Terhadap Purchase Intention Produk Minuman di Jakarta. Jurnal Manajemen Bisnis Dan Kewirausahaan, 8(5). https://doi.org/https://doi.org/10.24912/jmbk.v8i5.32405
10. Manullang, M., & Pakpahan, M. (2014). METODOLOGI PENELITIAN: Proses Penelitian Praktis. Citapustaka Media.
11. McPheat, S. (2011). Content Marketing: The Internet Marketing Academy. The Internet Marketing Academy.
12. Pamekas, A. F., Wijaya, A., & Rozi, F. (2025). The Effect Of Viral Marketing and Brand Awareness On Buying Interest In S-Commerce Tiktok Shop. Maker: Jurnal Manajemen, 11(1), 21–30.
13. Pasaribu, A. F., Rahma, T. I. F., & Dharma, B. (2023). Pengaruh Content Marketing, Viral Marketing dan Influencer Terhadap Minat Beli Produk Skincare Pada Mahasiswa. ECOBISMA: Jurnal Ekonomi, Bisnis Dan Manajemen, 10(2), 81–93. https://doi.org/https://doi.org/10.36987/ecobi.v10i2.4432
14. Pertiwi, D., & Gusfa, H. (2018). Pengaruh Content Marketing Terhadap Pembentukan Brand Awareness Pada Kalbis Institute. Jurnal Media Kom, VIII(2), 45–57.
15. Pulizzi, J. (2014). Epic Content Marketing. McGraw-Hill Education.
16. Shahid, Z., Hussain, T., & Azafar, F. (2017). The Impact of Brand Awareness on The consumers’ Purchase Intention. Journal of Marketing and Consumer Research, 33, 34–38.
17. Sitorus, S. A., Romli, N. A., Tingga, C. P., Sukanteri, N. P., Putri, S. E., Gheta, A. P. kurniawan, Wardhana, A., Nugraha, K. S. W., Hendrayani, E., Susanto, P. C., Primasanti, Y., & Ulfah, M. (2022). Brand Marketing: the Art of Branding (A. Sudirman, Ed.). CV. MEDIA SAINS INDONESIA.
18. Statista. (2025). Beauty & Personal Care - Indonesia. Statista. https://www.statista.com/outlook/cmo/beauty-personal-care/indonesia
19. Tilahun, M., Berhan, E., & Tesfaye, G. (2023). Determinants of consumers’ purchase intention on digital business model platform: evidence from Ethiopia using partial least square structural equation model (PLS-SEM) technique. Journal of Innovation and Entrepreneurship, 12(1), 1–28. https://doi.org/10.1186/s13731-023-00323-x
20. Utama, H. (2025). An Analysis of Business Loans on the Payment of Micro, Small and Medium Enterprises (MSME) Loans. Jurnal Multidisiplin Sahombu, 5(03), 273–285. https://ejournal.seaninstitute.or.id/index.php/JMS/article/view/6492
21. Utama, H., Harahap, R. H., Kusmanto, H., & Ridho, H. (2024). Synergizing Multi-Stakeholder Collaboration For Transformative Vocational Training Revitalization. Proceeding 2 Nd Medan International Economics and Business, 2(1), 2199–2206.
22. Utama, H., Yusuf, M., Sitorus, Z., & Ramadani, P. (2024). Human Resource Management Strategy at the Port of Indonesia (Persero) Medan in the Talented Generation Internship Program (Magenta). International Conference Epicentrum of Economic Global Framework, 1102–1113. https://proceeding.pancabudi.ac.id/index.php/ICEEGLOF/article/view/269
23. Wardhana, A. (2024). Perilaku Konsumen di Era Digital (M. Pradana (ed.)). CV. EUREKA MEDIA AKSARA.
24. Weaver, K., Pacchia, M., Hudson, S., Wolfer, A., Olive, A. Saint, Zampouridis, A., & Mendoza, L. (2025). State of Beauty 2025: Solving a shifting growth puzzle. McKinsey & Company. https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/state-of-beauty
25. Yu, J., & Li, J. (2023). The Influence of Content Marketing on Consumers’ Purchase Intention Based on SOR Theory. Journal of Asia-Pacific and European Business, 3(01).
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Sabrina Kusuma Ningtias, Hendra Utama, Dian Septiana Sari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
