The Influence of Content Frequency and Content Quality on Purchase Decision through Brand Awareness

Erislan Erislan

doi:10.37641/jimkes.v13i4.3648

Authors

Erislan Erislan Universitas Sahid, Indonesia

DOI:

https://doi.org/10.37641/jimkes.v13i4.3648

Keywords:

Brand Awareness, Content Frequency, Content Quality, Digital Marketing Strategy, Purchase Decision

Abstract

Digital marketing is currently experiencing rapid growth, particularly in content on social media and online platforms, making understanding content strategy crucial for brands in influencing consumer behavior. This study aims to investigate the influence of two key content attributes, namely content frequency and content quality, on consumer purchase decisions, with an emphasis on the mediating function of brand awareness. Using a quantitative approach and secondary data from ten peer-reviewed journals, this study applies Structural Equation Modeling (SEM) to analyze the relationship between the variables. The findings indicate that both content frequency and content quality have a positive effect on brand awareness, with content quality having a stronger influence. Brand awareness significantly increases the influence of content strategy on purchase decisions, serving as a crucial mediator. While content attributes can directly influence purchase decisions, the indirect influence through brand awareness is more substantial. This study provides valuable insights for marketers, recommending a balanced approach that prioritizes quality content while maintaining an optimal posting frequency, and contributes to the digital content marketing literature.

Downloads

Download data is not yet available.

References

Adhitama, P., & Suryani, T. (2022). The impact of social media content frequency on brand awareness: A case study of Indonesian e commerce. Journal of Digital Marketing, 10(2), 45–59.

Afifah, D. A., Mutmainah, I., & Wahidhani, E. H. (2023). The influence of CSR and profitability on value companies with GCG as a moderating variable. Jurnal Ilmiah Akuntansi Kesatuan, 11(3), 515–520.

Aisah, D. D., & Prasetyawati, Y. R. (2018). Pengaruh konten dan gaya komunikasi di platform konsultasi berbasis online@ ibunda_id terhadap brand awareness. WACANA: Jurnal Ilmiah Ilmu Komunikasi, 17(1), 29-38.

Alam, P. M. N., Dwiarta, R., Fitri, T. H., Rizqah, M., & Nur, A. (2025). Pengaruh media sosial terhadap minat investasi di Kalangan Investor Muda. Journal ANC, 1(3), 277-294.

Arianty, N., & Andira, A. (2021). Pengaruh brand image dan brand awareness terhadap keputusan pembelian. Maneggio: Jurnal Ilmiah Magister Manajemen, 4(1), 39-50.

Biloš, A., Turkalj, D., & Budimčić, I. (2022). Consumer perception of high-tech brands and related products: The case of the iconic Apple. Ekonomski vjesnik: Review of Contemporary Entrepreneurship, Business, and Economic Issues, 35(1), 127-137.

Chang, Y., & Lin, M. (2023). The effect of content overload on user disengagement: A digital fatigue perspective. Journal of Interactive Marketing, 61(1), 45–58.

Chen, Y., Wang, R., & Li, X. (2021). The impact of content quality on brand awareness in social media marketing. Journal of Consumer Marketing, 38(3), 321–335.

Davis, L. A., Wolniak, G. C., George, C. E., & Nelson, G. R. (2019). Demystifying tuition? A content analysis of the information quality of public college and university websites. AERA Open, 5(3), 233-244.

Firoozzare, A., Boccia, F., Yousefian, N., Ghazanfari, S., & Pakook, S. (2024). Understanding the role of awareness and trust in consumer purchase decisions for healthy food and products. Food Quality and Preference, 121(1), 105275.

Foscht, T., Maloles, C., & Swoboda, B. (2021). How content quality drives brand awareness and purchase intention. International Journal of Electronic Commerce, 25(2), 189–207.

Gupta, S., & Arora, N. (2023). Content quality dimensions and their influence on consumer purchase decisions. Journal of Retailing, 99(1), 45–60.

Halim, A., & Hidayat, R. (2021). The Role of Content Quality in Brand Awareness and Purchase Decision. Journal of Marketing Research, 58(3), 345–360.

Hsu, C. L., Chuang, C. M., & Hsu, H. (2022). The impact of brand awareness on purchase intention: The mediating role of brand trust. Journal of Business Research, 139(1), 123–132.

Habibie, S. A. M., Santoso, R., Islamudin, A., & Vizandra, E. P. (2024). The effect of digital marketing-upgrading and product virality on the sustainability of MSMEs. Jurnal Ilmiah Manajemen Kesatuan, 12(6), 2109–2120.

Huang, Y., Chen, L., & Wang, R. (2022). Analyzing the effects of content frequency on consumer buying behavior. International Journal of Information Management, 61(1), 102–115.

Husna, N. K., & Mala, I. K. (2024). Strategi pemasaran konten dalam meningkatkan interaksi konsumen di media sosial. Ekonomika, 12(2), 21-31.

Hutasoit, H. E. L., & Hidayat, A. (2025). Pembuatan Konten Tiktok terhadap Brand Awareness Voir Studio Dengan Menggunakan Tiktok Analytics. RIGGS: Journal of Artificial Intelligence and Digital Business, 4(2), 6644-6654.

Indriyani, N. K. S. R., Sucandrawati, N. L. K. A. S., & Laksmi, N. P. A. D. (2022). Kualitas Konten Digital Marketing dan Pengaruhnya Terhadap Brand Image dan Keputusan Pembelian Konsumen di Kota Denpasar. KOLONI, 1(3), 816-822.

Jensen, J. A., & Vlacancich, J. (2023). Improving the generalizability of the effects of sport sponsorship on brand awareness: A longitudinal, multilevel perspective. Sport Marketing Quarterly, 32(3), 235-245.

Kaur, G., & Singh, R. (2023). Brand awareness and its impact on consumer purchase decisions: A study of the Indian market. International Journal of Marketing Studies, 15(1), 45–58.

Keller, K. L. (1993). Conceptualizing, measuring, and managing customer based brand equity. Journal of Marketing, 57(1), 1–22.

Kumar, V., Rajan, B., & Lecinski, J. (2020). Understanding the role of content quality in digital marketing. Journal of the Academy of Marketing Science, 48(4), 605–622.

Lee, H., Kim, M., & Park, S. (2022). How Instagram content quality affects purchase intention. Computers in Human Behavior, 124(1), 106–120.

Lin, C., Li, P., & Zhang, J. (2021). Social media content strategies and brand awareness: An empirical study. Journal of Marketing Research, 56(4), 789–803.

López, J. M., & Arceo, A. M. (2022). Repetition and brand recall in short form video content: TikTok marketing effectiveness. International Journal of Digital Media Marketing, 14(2), 89–102.

Matzler, K., Bidmon, S., & Grabner Kräuter, S. (2021). The impact of brand awareness on customer loyalty: A study of the automotive industry. Journal of Brand Management, 28(3), 245–258.

Prabowo, A. (2022). Social Media Marketing and Brand Awareness: A Mediating Role. International Journal of Business and Management, 17(2), 112–125.

Pratama, A., & Nugroho, B. (2021). Instagram content frequency and its effect on consumer purchase intention. Asian Journal of Business Research, 11(1), 33–47.

Puspitasari, I., & Rulianty, R. (2025). Pengaruh kualitas produk dan konten marketing terhadap keputusan pembelian pada Marketplace Tiktok: Studi kasus pada mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Makassar. Jurnal Bisnis Mahasiswa, 5(3), 1477-1488.

Rachman, F., Nurdin, A., & Yusra, A. (2024). Influence of content quality on brand trust and customer loyalty in social media marketing. BIRCU Journal of Management and Business, 7(1), 112–125.

Rahman, F. (2023). Brand Awareness as a Mediator in the Relationship between Content Frequency and Purchase Decision. Journal of Consumer Behavior, 22(1), 45–60.

Rajput, A., Saini, J., & Sharma, M. (2023). Content fatigue in digital marketing: The dark side of high posting frequency. Journal of Consumer Behavior, 42(3), 210–225.

Ramadhan, A., Urbasari, D. A., Sabirah, N., Rahma, S., & Nasution, S. (2025). Analisis pengaruh konten hiburan digital terhadap pola hidup mahasiswa. Jurnal Multidisiplin Ilmu Akademik, 2(4), 437-445.

Simamora, E., & Suparna, R. (2024). Content Quality and Purchase Intent: A Direct Influence. International Journal of Business and Management, 19(1), 45–60.

Sitorus, M. A., & Halomoan, S. (2023). The role of brand awareness in mediating content marketing and purchase decisions on Instagram. SEAN Journal: Social Economics and Administration Network, 7(3), 51–65.

Somantri, E. (2020). The impact of content frequency on brand awareness and purchase intentions. Journal of Digital Marketing, 15(4), 234–250.

Sumampouw, L. F. (2023). Pengaruh terpaan media instagram terhadap perubahan sikap untuk hidup sehat. Jurnal Komunikasi dan Ilmu Sosial, 1(3), 123-129.

Sweeney, J. C., & Soutar, G. N. (2020). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 76(1), 41–50.

Syahputra, H., & Pratiwi, S. R. (2023). The effect of digital content attributes on online consumer behavior: A meta analysis. Journal of E Commerce & Digital Economy, 5(2), 130–148.

Utama, A. P., & Ambarwati, A. N. (2022). The effect of brand awareness, brand image and trust on consumer buying interest. Devotion: Journal of Research and Community Service, 3(13), 2310-2330.

Wibowo, A., Setiawan, B., & Firmansyah, D. (2023). The role of content frequency in driving online purchase decisions. Journal of Retailing and Consumer Services, 70(1), 103–118.

Wulandari, T., & Anisyahrini, R. (2023). Implementasi strategi komunikasi pemasaran digital marketing di neostation creative center, live cooking and coffee bar. ijd-demos, 5(3), 121-132.

Zhang, L., Li, D., & Liu, Y. (2022). Storytelling in content marketing: Effects on brand awareness and loyalty. Journal of Business Research, 141(1), 1–12.