Analysis of the Impact of Content Marketing and Influencer Marketing on Consumer Purchase Intention for Olatte Ready-to-Drink (RTD) Beverages Mediated by Brand Awareness

Abstract

This study examines the effects of Content Marketing and Influencer Marketing on consumers' Purchase Intention toward Olatte ready-to-drink beverages at PT Credo Indonesia, with Brand Awareness as a mediating variable. A quantitative explanatory approach was employed using purposive sampling. Data were collected through a questionnaire from 30 respondents who met the Olatte consumer criteria and were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4. The analysis covered the outer model, construct reliability and validity, Heterotrait-Monotrait Ratio (HTMT), R-Square, path coefficients, hypothesis testing, and mediation effects. The results show that Influencer Marketing has no significant effect on Brand Awareness (t=1.909; p=0.056), while Content Marketing has a positive and significant effect on Brand Awareness (t=3.572; p=0.000). Brand Awareness has no significant effect on Purchase Intention (t=0.252; p=0.801), and Influencer Marketing has no significant effect on Purchase Intention (t=1.467; p=0.142). In contrast, Content Marketing has a positive and significant effect on Purchase Intention (t=4.007; p=0.000). Brand Awareness also fails to mediate the effects of Influencer Marketing (p=0.825) and Content Marketing (p=0.823) on Purchase Intention. The findings indicate that, in the Olatte context, the quality and relevance of marketing content play a more observable role in building Brand Awareness and Purchase Intention than the direct presence of influencers.