THE INFLUENCE OF CONTENT MARKETING, BRAND AMBASSADORS AND INFORMATION QUALITY ON PURCHASING DECISIONS SKINTIFIC PRODUCTS (Case Study in Lamongan Regency)

Authors

  • Azaria Al-Feyllah Islamic University of Lamongan Author
  • Puguh Cahyono Islamic University of Lamongan Author
  • Indira Shofia Maulida Islamic University of Lamongan Author
  • Nanto Purnomo Islamic University of Lamongan Author

Keywords:

Content marketing, brand ambassador, information quality, purchase decicion

Abstract

The rapid development of information and communication technology in the current era The rapid development of the business world has led to increasingly fierce competition among various similar companies to meet the needs and desires of consumers. This research uses quantitative, with a sample of 100 respondents who are skintifict customers. The results showed that content marketing (X1) partially had a negative and insignificant effect on purchasing decisions (Y), brand ambassadors (X2) partially had a negative and insignificant effect on purchasing decisions (Y), and information quality (X3) partially had a negative and insignificant effect on purchasing decisions (Y).

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Published

2025-07-01

Issue

Vol. 1 No. 1 (2025): National Innovation Conference on Economics and Business (NICEBIS) Proceedings

Section

Articles