Pengaruh content marketing dan brand trust terhadap keputusan pembelian pada e-commerceyang dimediasi oleh sikap

This study aims to analyze the influence of content marketing and brand trust on purchasing decisions on E-Commerce with attitude as a mediating variable. The research approach is quantitative with a purposive sampling method, involving 98 respondents who are active users of E-Commerce such as Shopee, Tokopedia, and Lazada. Data were collected through online questionnaires and analyzed using Structural Equation Modeling (SEM) with SmartPLS software. The results of the study indicate that H-1 content marketing has no direct effect on purchasing decisions. H-2 content marketing has a positive effect on attitudes. H-3 brand trust has a positive effect on purchasing decisions. H-4 brand trust has a positive effect on attitudes. H-5 attitude has a positive effect on purchasing decisions. H-6 content marketing has a positive effect on purchasing decisions mediated by attitudes. H-7 brand trust has a positive effect on purchasing decisions mediated by attitudes. This study emphasizes the importance of relevant content-based marketing strategies and building brand trust to encourage purchasing decisions through the formation of positive consumer attitudes.