Pengaruh Strategi Pemasaran Konten terhadap Keputusan Pembelian Konsumen Online: Kajian Literatur

Abstract

The rapid development of digital technology has significantly transformed consumer behavior, particularly in the process of searching for information and making online purchasing decisions. The rapid growth of e-commerce has encouraged businesses to adopt more effective, creative, and customer-oriented marketing strategies. One of the most widely used approaches is content marketing, a digital marketing strategy focused on delivering relevant, informative, and valuable content to target audiences. This study aims to examine and synthesize findings from various empirical studies regarding the influence of content marketing strategies on online consumer purchasing decisions. The method employed in this research is a systematic literature review of six relevant academic articles published between 2019 and 2025. The articles were selected based on topic relevance, methodological quality, and accessibility of scientific sources. The findings indicate that content marketing consistently has a positive and significant effect on online consumer purchasing decisions across various digital platforms and consumer groups. Factors such as content relevance, information accuracy, accessibility, content value, and consistency are key dimensions that strengthen this influence. In addition, supporting factors such as electronic word-of-mouth (e-WOM), online customer reviews, and brand trust also contribute to reinforcing the relationship between content marketing and purchasing decisions. This study concludes that well-planned, informative, and authentic content marketing strategies are essential digital marketing tools for increasing consumer interest and purchasing decisions in the modern digital business era.