PENGARUH CONTENT MARKETING DAN KUALITAS PRODUK TERHADAP MINAT BELI PRODUK PELEMBAB WAJAH WARDAH SERTA DAMPAKNYA PADA KEPUTUSAN PEMBELIAN (Studi Kasus Pada Followers Instagram @Wardahbeauty)

This research aims to determine the influence of content marketing and product quality on purchasing interest and its impact on purchasing decisions. This research was conducted using quantitative explanatory research methods with a sample of 100 @wardahbeauty Instagram followers. Data was collected through distributing online questionnaires and analyzed using partial least squares (PLS) with SmartPLS 3.0 software. The analytical method used in this research uses two types of evaluation, namely measurement models (outer models) and structural models (inner models). hypothesis testing, namely the T-statistics test and the indirect effect test. The results of the research show that content marketing and product quality have a significant effect on buying interest in Wardah facial moisturizer products. Apart from that, content marketing and product quality also have a significant influence on purchasing decisions. Purchase interest is proven to be a significant intervening variable in influencing the relationship between content marketing and product quality and purchasing decisions.