Digital Content Management and Purchase Decisions: The Mediating Role of Customer Engagement in Perfume MSMEs

Abstract

The competition in Indonesia’s local perfume industry has become increasingly intense, along with the growing number of micro, small, and medium enterprises (MSMEs) utilizing digital media as a promotional tool. This study aims to analyze the effects of content marketing and online advertising on purchase decisions, as well as to examine the mediating role of customer engagement in this relationship. The research was conducted on perfume MSMEs in Indonesia that actively market their products through social media and digital platforms. A quantitative research approach was employed by distributing questionnaires to consumers who have purchased or used local perfume products. Data analysis was carried out using Structural Equation Modeling (SEM) based on Partial Least Squares (PLS) to test the relationships among variables. The findings are expected to contribute theoretically to the development of digital marketing studies and provide practical benefits for MSME practitioners in designing effective promotional strategies. The targeted outputs of this research include the publication of a scientific article in an accredited national journal and strategic recommendations for perfume MSMEs to optimize content marketing and online advertising in order to strengthen customer engagement and enhance consumer purchase decisions.