The Effect of Content Marketing and Electronic Word of Mouth on Purchase Decisions with Customer Engagement as a Mediating Variable on the Blibli Platform

Abstract

This study aims to analyze the effect of Content Marketing and Electronic Word of Mouth on Purchase Decisions, using Customer Engagement as a mediating variable. The type of research used is a quantitative method with a causal approach. The population in this study is the entire community in Padang City who have shopped on the Blibli Platform and consumers who have seen information content or offers displayed on the Blibli Platform, with an unknown population size. The sample size in this study was 100 respondents using purposive sampling. The research instrument was measured using a 1-5 Likert scale. Data analysis techniques included descriptive analysis, data verification, and data analysis using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Validity was assessed through convergent and discriminant validity, while reliability was measured using Alpha and Cronbach's Composite Reliability. The results of the study show that all direct and indirect hypotheses have a significant effect. These findings confirm that improving the quality of marketing content and positive e-WOM management, along with efforts to build sustainable consumer engagement, are effective strategies for increasing purchase decisions on the Blibli platform.