The Influence Of Product Quality, Content Marketing, Electronic Word Of Mouth On Brand Trust And Purchase Decision For Skin1004 Skincare Products

Wahida; Finnah Fourqoniah

Authors

Wahida Business Administration Departement, Faculty of Sosial and Political Sciences, Mulawarman University
Finnah Fourqoniah Business Administration Departement, Faculty of Sosial and Political Sciences, Mulawarman University

Keywords:

product quality; content marketing; electronic word of mouth; brand trust; purchase decision

Abstract

This research examines how product quality, content marketing, and electronic word of mouth affect brand trust and Skin1004 skincare product purchases in Indonesia. The quantitative technique included a questionnaire for 100 responses. Purposive sampling and SmartPLS 4.0 with PLS-SEM are utilized for data analysis. The research found that product quality positively affects brand trust but not purchase choices. Content marketing favorably affects purchase choices and brand trust but not significantly. However, electronic word-of-mouth boosts brand trust and buying choices. Brand trust affects purchases somewhat but not significantly. Brand trust cannot moderate the impact of product quality, content marketing, and electronic word of mouth on purchase choices.

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