THE INFLUENCE OF SOCIAL MEDIA, CONTENT MARKETING, AND INFLUENCER, TOWARDS PURCHASE DECISION THROUGH CUSTOMER TRUST OF CAT FOOD CUSTOMERS IN INDONESIA

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.