The Influence of Digital Marketing Content on Purchase Intention Mediated by Trust Variables in Erigo Fashion Products

Abstract

The development of social media, e-commerce platforms, and online advertising technology has opened new opportunities and transformed the way companies interact with consumers. Digital marketing has evolved beyond being merely a promotional tool; it also significantly influences overall purchasing decisions. This research aims to examine the impact of digital marketing content on purchase intention, mediated by the variable of trust. The study's population consists of individuals who have viewed Erigo's marketing content. Using a non-probability sampling method to determine the sample size, 100 respondents were selected. As a quantitative study, primary data were collected through the distribution of questionnaires using Google Forms. The data were analyzed descriptively using SEM PLS software. The research findings indicate that digital marketing content influences trust, trust affects purchase intention, and digital marketing content does not directly impact purchase intention. This signifies that trust, as a mediating variable, plays a crucial role in the relationship between these variables.