Influence of Content Marketing Strategies on the Purchasing Decisions of Online Fashion Clothing by Generation Y
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Abstract
This article aims to 1) examine content marketing communication factors on online channels, and 2) analyze the influence of content marketing communication on the decision to purchase fashion clothes online among Generation Y consumers. This quantitative study uses a questionnaire on 400 sample group members, selected from Generation Y respondents, or those born between 1981 and 2000 who had purchased clothes online. Statistics used in data analysis were descriptive statistics such as frequency, percentage, mean, standard deviation and then inferential statistics by using multiple regression analysis. The study found that 1) regarding content marketing communication, the best-scored strategy was solution-related content ( = 4.23), followed by entertaining or sensational content (
= 4.21) and idea content (
= 4.18) respectively; 2) the content marketing strategy on online channels that had the highest effect on the decision to purchase fashion clothes among Generation Y consumers was idea content (β= 0.352), followed by educational content (β= 0.051), and lastly entertaining or sensational content (β= 0.048).
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