eprintid: 57237
rev_number: 35
eprint_status: archive
userid: 5077
dir: disk0/00/05/72/37
datestamp: 2026-04-06 02:51:57
lastmod: 2026-04-06 02:51:57
status_changed: 2026-04-06 02:51:57
type: thesis
metadata_visibility: show
contact_email: 5551200025@untirta.ac.id
creators_name: NURASIAH, SITI
creators_id: 5551200025
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: LUTFI, LUTFI
contributors_name: AZIE SETYA, YANTO
contributors_id: 196711032005011001
contributors_id: 197710072005011002
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: JURUSAN MANAJEMEN
title: PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Deodorant Rexona)
ispublished: pub
subjects: HD28
divisions: FEB
divisions: Managemen
full_text_status: restricted
keywords: Content Marketing, Celebrity Endorser, Brand Trust, and Purchase
Decision
Content Marketing, Celebrity Endorser, Brand Trust, dan Purchase
Decision
note: The purpose of this study is to analyze and provide new insights into the use of
content marketing and celebrity endorsement strategies, mediated by brand trust,
to influence purchase decisions in an effort to increase sales of Rexona deodorant
products.
This study employed a quantitative analysis method using Structural Equation
Modeling (SEM) based on SmartPLS 4. The sample size was 160 Rexona deodorant
users, selected using an accidental sampling technique.
The results of the study indicate that (1) content marketing has a positive and
significant effect on purchase decisions, (2) celebrity endorsers have a positive but
insignificant effect on purchase decisions, (3) content marketing has a positive and
significant effect on brand trust, (4) celebrity endorsers have a positive and
significant effect on brand trust, (5) brand trust has a positive and significant effect
on purchase decisions, (6) content marketing has a positive and significant effect
on purchase decisions mediated by brand trust, (7) celebrity endorsers have a
positive and significant effect on purchase decisions mediated by brand trust.
Content Marketing, Celebrity Endorser, Brand Trust, and Purchase
Decision
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. 
Dalam 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.

Hasil 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.
date: 2026-01
date_type: published
pages: 191
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MANAJEMEN
thesis_type: sarjana
thesis_name: sarjana
citation:   NURASIAH, SITI  (2026) PENGARUH CONTENT MARKETING DAN CELEBRITY ENDORSER TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (Studi Pada Pengguna Deodorant Rexona).  S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/57237/1/SITI%20NURASIAH_5551200025_Fulltext.pdf
document_url: https://eprints.untirta.ac.id/57237/3/SITI%20NURASIAH_5551200025_01.pdf
document_url: https://eprints.untirta.ac.id/57237/4/SITI%20NURASIAH_5551200025_02.pdf
document_url: https://eprints.untirta.ac.id/57237/5/SITI%20NURASIAH_5551200025_03.pdf
document_url: https://eprints.untirta.ac.id/57237/6/SITI%20NURASIAH_5551200025_04.pdf
document_url: https://eprints.untirta.ac.id/57237/7/SITI%20NURASIAH_5551200025_05.pdf
document_url: https://eprints.untirta.ac.id/57237/8/SITI%20NURASIAH_5551200025_Ref.pdf
document_url: https://eprints.untirta.ac.id/57237/9/SITI%20NURASIAH_5551200025_LAMP.pdf