Efektivitas Content Marketing dalam Membangun Kepercayaan Konsumen

Abstract

The rapid development of digital technology has encouraged companies to adopt more effective marketing strategies to reach and retain consumers. One of the most widely used strategies is content marketing, which focuses on creating and distributing valuable, relevant, and consistent content to build long-term relationships with customers. This study aims to analyze the effectiveness of content marketing in building consumer trust. A quantitative approach was employed using a survey method involving 200 respondents who had interacted with digital marketing content through social media, websites, and other digital platforms. The sampling technique used was purposive sampling, while data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4 software. The results indicate that content marketing has a positive and significant effect on consumer trust, with a path coefficient of 0.750, a T-statistic value of 15.842, and a P-value of 0.000. These findings suggest that higher-quality content marketing, reflected through content relevance, information quality, consistency, creativity, and interactivity, leads to greater consumer trust in a company or brand. This study contributes to the development of digital marketing literature and provides practical implications for companies to optimize content marketing strategies as a means of strengthening consumer trust and fostering long-term customer relationships.