Abstract:
This research investigates the critical role of customer trust in influencing purchasing
decisions among cat food customers in Indonesia. With the rise of digital marketing,
understanding how social media marketing, content marketing, and influencers affect
customer trust is essential for businesses aiming to enhance their market presence. This
study employs a non-probability sampling technique and quantitative approach,
distributing questionnaires to 278 cat owners across Indonesia. Data analysis was
conducted using SmartPLS 3.0, revealing that Customer trust significantly impacts
purchasing decisions. In contrast, the influence of social media marketing and content
marketing was found to have more influence than influencers, which showed only a
minor effect on purchasing Decisions. The results suggest that businesses should
prioritize strategies that build and maintain customer trust, as this is the most influential
factor in driving purchasing decisions. Additionally, effective use of social media and
content marketing can further enhance customer engagement and loyalty. By focusing
on these key areas, companies can better align their marketing strategies with consumer
expectations, which can lead to increased sales and customer satisfaction. This study
highlights the importance of cultivating strong relationships with customers through
trust-building initiatives and targeted marketing efforts in the competitive landscape of
cat food products in Indonesia and hopefully can beat market prediction in Asia.
