PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle)

Itsna Nabiha Kama Sayyidatina Rahma, NIM.: 21107030120 (2025) PENGARUH CONTENT MARKETING TERHADAP PURCHASE INTENTION PRODUK TAS LOKAL ZAKWOOWSTYLE MELALUI BRAND AWARENESS (SURVEI PADA FOLLOWERS AKUN INSTAGRAM @Zakwoowstyle). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

In the current era, brands are required to be innovative and adaptive in implementing marketing strategies to achieve their objectives. Zakwoowstyle, a local bag brand from the Special Region of Yogyakarta, actively utilizes Instagram as a marketing platform through content marketing strategies. However, the extent of content marketing's effectiveness in influencing consumer purchase intention via brand awareness remains unclear. The problem formulation in this research is to assess the degree to which content marketing affects the purchase intention of Zakwoowstyle products through brand awareness. This study adopts the Elaboration Likelihood Theory which assumes that an individual’s susceptibility to persuasion is influenced by their cognitive processing of a message or information. The research employs a quantitative correlational approach, with path analysis as the analytical method. Data were collected through an online questionnaire distributed to followers of the @zakwoowstyle Instagram account. The results indicate that content marketing has a significant effect on brand awareness, and also directly influences purchase intention. In addition, brand awareness significantly affects purchase intention. The analysis further shows that brand awareness partially mediates the influence of content marketing on purchase intention.

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