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      "abstract": "Tujuan dari penelitian ini adalah untuk menganalisis dan memberikan pandangan baru mengenai pemanfaatan strategi pemasaran content marketing dan celebrity endorser yang dimediasi oleh brand trust yang dapat mempengaruhi purchase decision dalam Upaya meningkatkan penjualan produk deodorant Rexona. \r\nDalam penelitian ini metode yang digunakan untuk menganalisis adalah pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling (SEM) berbasis SmartPLS 4. Sampel penelitian yang digunakan ebanyak 160 responden  pengguna deodorant Rexona yang diambil menggunakan teknik accidental sampling.\r\n\r\nHasil penelitian menunjukkan bahwa (1) content marketing berpengaruh positif dan signifikan terhadap purchase decision, (2) celebrity endorser berpengaruh positif dan tidak signifikan terhadap purchase decision, (3) content marketing berpengaruh positif dan signifikan terhadap brand trust, (4) celebrity endorser berpengaruh positif dan signifikan terhadap brand trust, (5) brand trust berpengaruh positif dan signifikan terhadap purchase decision, (6) content marketing berpengaruh positif dan signifikan terhadap purchase decision dimediasi oleh brand trust, (7) celebrity endorser berpengaruh positif dan signifikan terhadap purchase decision dimediasi oleh brand trust.",
      "type": "thesis",
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      "note": "The purpose of this study is to analyze and provide new insights into the use of\r\ncontent marketing and celebrity endorsement strategies, mediated by brand trust,\r\nto influence purchase decisions in an effort to increase sales of Rexona deodorant\r\nproducts.\r\nThis study employed a quantitative analysis method using Structural Equation\r\nModeling (SEM) based on SmartPLS 4. The sample size was 160 Rexona deodorant\r\nusers, selected using an accidental sampling technique.\r\nThe results of the study indicate that (1) content marketing has a positive and\r\nsignificant effect on purchase decisions, (2) celebrity endorsers have a positive but\r\ninsignificant effect on purchase decisions, (3) content marketing has a positive and\r\nsignificant effect on brand trust, (4) celebrity endorsers have a positive and\r\nsignificant effect on brand trust, (5) brand trust has a positive and significant effect\r\non purchase decisions, (6) content marketing has a positive and significant effect\r\non purchase decisions mediated by brand trust, (7) celebrity endorsers have a\r\npositive and significant effect on purchase decisions mediated by brand trust.\r\nContent Marketing, Celebrity Endorser, Brand Trust, and Purchase\r\nDecision",
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      "title": "PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Deodorant Rexona)",
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