Content marketing and brand awareness as predictors of local streetwear purchase decisions on social media
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Abstract
Local fashion labels now lean heavily on social platforms to stay visible, yet little quantitative work has looked at how two of these levers, content and brand recognition, jointly move someone toward actually buying from a local streetwear label. Working from a cross-sectional, quantitative design, this paper examined whether content marketing and brand awareness were associated with purchase decisions among buyers of Thanksinsomnia, a Jakarta-based streetwear brand. Two hundred Instagram and TikTok followers already familiar with the label took part, chosen through purposive sampling, with responses processed in SmartPLS 4 using partial least squares structural equation modeling. Both predictors showed a positive, statistically significant association with purchase decisions, content marketing (β = 0.261, t = 3.362, p = .001) and brand awareness (β = 0.259, t = 3.367, p = .001), though each carried only a small effect (f² = 0.057 and 0.058). Jointly, the two variables accounted for a modest 21.3% of the spread in purchase decisions (R² = 0.213), leaving most of the explanation to factors sitting outside this model. Put simply, buyers who encountered steadier, clearer content and recognized the brand more readily leaned somewhat more toward purchasing, though neither factor alone carries much weight. Results carry the usual caveats of a cross-sectional, non-probability design
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How to Cite
Wahyudi, H., & Astuti, W. (2026). Content marketing and brand awareness as predictors of local streetwear purchase decisions on social media. Enrichment : Journal of Management, 16(4), 203-212. https://doi.org/10.35335/enrichment.v16i4.2540
References
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Amperawati, E. D., Rahmawati, Haerofiatna, & Rusmawan, T. (2024). Investigating the Role of Viral Marketing, and Brand Awareness on Purchase Decisions: An Empirical Study in Indonesian Online Shops. International Journal of Data and Network Science, 8, 1715–1726. https://doi.org/10.5267/j.ijdns.2024.2.016
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Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
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Izza, A. M., Ardiansyah, M. N., Barkah, F., & Romdonny, J. (2024). Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study). International Journal of Social Service and Research (IJSSR), 4(5), 1339–1347.
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Nguyen, C., Tran, T., & Nguyen, T. (2024). Factors Affecting Users’ Brand Awareness Through Social Media Marketing on TikTok. Journal: Innovative Marketing, 20(1), 122–131. https://doi.org/10.21511/im.20(1).2024.11
Oktaviani, S. D., & Wandebori, H. (2024). The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia. International Journal of Current Science Research and Review, 7(7), 4800–4811. https://doi.org/10.47191/ijcsrr/V7-i7-21
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Perangin-angin, S. E., Rini, E. S., & Munir, E. (2024). Building Brand Awareness Through Content Marketing in the Implementation of Customer Path 5A on Tour Agent PT Doctor Trip Indonesia. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 4(3), 679–690.
Pondra, C., Alfirdaus, A. B., Sari, I. N., & Agustina. (2024). Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce. International Journal of Humanities Education and Social Sciences (IJHESS), 3(6), 2987–2999.
Prabowo, E. C., & Komaladewi, R. (2024). The effect of social media marketing on Instagram towards purchase intention & purchase decision of Erigo products. COSTING: Journal of Economic, Business and Accounting, 7(6), 784–799.
Rahma, H., Fitriyah, Z., & Ariescy, R. R. (2025). Pengaruh content marketing, brand awareness, dan kualitas produk terhadap keputusan pembelian kosmetik Wardah di Kota Surabaya. Jambura Economic Education Journal, 7(1), 405–419.
Satiawan, A. A., Hamid, R. S., & Maszudi, E. (2023). Pengaruh Content Marketing, Influencer Marketing, Online Customer Review terhadap Keputusan Pembelian dan Kepuasan Konsumen di Tiktok. Jurnal Manajemen Dan Bisnis Indonesia, 09(01), 1–14.
Shafiq, M. A., Mehmood, S., & Khan, M. S. (2024). Exploring the connection between social media marketing activities and purchase decisions, focusing on electronic word of mouth and brand awareness. International Journal of Experiential Learning & Case Studies, 9(2), 217–248. https://doi.org/10.22555/ijelcs.v9i2.1132
Sharma, P. N., Liengaard, B. D., Hair, J. F., Sarstedt, M., & Ringle, C. M. (2023). Predictive model assessment and selection in composite-based modeling using PLS-SEM: Extensions and guidelines for using CVPAT. European Journal of Marketing, 57(6), 1662–1677. https://doi.org/10.1108/EJM-08-2020-0636
Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. N. E., & Suardana, I. B. R. (2024). Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 15(1), 56–71. https://doi.org/10.18196/jbti.v15i1.20901
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Wijaya, F., & Genoveva, G. (2025). Arief Muhammad’s role in shaping brand image and consumer decisions: A study on Erigo’s presence in Greater Jakarta. Journal of Technology Management and Technopreneurship, 13(1), 19–39.
Adriyanto, H., & Subakti, A. G. (2023). Pengaruh brand awareness terhadap keputusan pembelian (Studi kasus di Restoran Casa de Peri, Jakarta Selatan). Journal of Indonesian Tourism, Hospitality and Recreation, 6(1), 51–60. https://doi.org/10.17509/jithor.v6i1.55476
Amarta, T., & Sidharta, H. (2024). The influence of content marketing and electronic word of mouth on purchase intention and also brand image as mediation. International Journal of Review of Management Business and Entrepreneurship (RMBE), 4(2), 94–103.
Amperawati, E. D., Rahmawati, Haerofiatna, & Rusmawan, T. (2024). Investigating the Role of Viral Marketing, and Brand Awareness on Purchase Decisions: An Empirical Study in Indonesian Online Shops. International Journal of Data and Network Science, 8, 1715–1726. https://doi.org/10.5267/j.ijdns.2024.2.016
Castillo, A., Rescalvo-Martin, E., & Karatepe, O. M. (2025). How is common method bias addressed using partial least squares structural equation modeling in hospitality and tourism research? Tourism Review. https://doi.org/10.1108/TR-07-2025-0762
Cheung, G. W., Cooper-Thomas, H. D., Lau, R. S., & Wang, L. C. (2024). Reporting reliability, convergent and discriminant validity with structural equation modeling: A review and best-practice recommendations. Asia Pacific Journal of Management, 41(2), 745–783. https://doi.org/10.1007/s10490-023-09871-y
Fatimah, N. L., Aulia, N. Z., Firossa, G. A., Kusumastuti, A., & Nurmasitah, S. (2026). Pengaruh Media Sosial terhadap Keputusan Pembelian Busana Generasi Z. Practice of Fashion and Textile Education Journal, 6(1), 34–40.
Fatimah, N., & Zaerofi, A. (2025). The Influence of Viral Marketing, Content Marketing, and Brand Image on Local Clothing Purchasing Decisions on the TikTok App Among Gen Z in Bogor Regency. MANFA’AH: Journal of Islamic Business and Management, 5(2), 14–22.
Febriani, N. S., Nugraha, C. N., Sutrisno, N. A. S., & Aulina, L. (2024). Pengaruh Strategi Content Marketing terhadap Brand Awareness di Sosial Media TikTok @rucas.official. SURPLUS: Jurnal Ekonomi Dan Bisnis, 3(1), 310–318.
Hair, J. F. J., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook (Classroom). Springer. https://doi.org/10.1007/978-3-030-80519-7
Hanaysha, J. R. (2022). Impact of Social Media Marketing Features on Consumer’s Purchase Decision in the Fast-Food Industry: Brand Trust as a Mediator. International Journal of Information Management Data Insights, 2(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hidayatullah, A. A., Fadhilah, M., & Hutami, L. T. H. (2025). The Influence of Influencer Marketing and Social Media Marketing on Purchase Decisions with Brand Awareness as an Intervening Variable for TikTok Shop in Generation Z. Dinasti International Journal of Economics, Finance & Accounting (DIJEFA), 5(6), 5678–5692.
Izza, A. M., Ardiansyah, M. N., Barkah, F., & Romdonny, J. (2024). Synergistic Effects of Content Marketing and Influencers Marketing on the Formation of Brand Awareness and Purchase Interest of TikTok Shop Users (Cirebon City Case Study). International Journal of Social Service and Research (IJSSR), 4(5), 1339–1347.
Maharani, Y. (2025). Pengaruh Influencer Marketing dan Content Marketing terhadap Purchase Decision dengan Brand Awareness dan Perceived Value sebagai Variabel Mediasi. AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis, 5(1), 382–395.
Nguyen, C., Tran, T., & Nguyen, T. (2024). Factors Affecting Users’ Brand Awareness Through Social Media Marketing on TikTok. Journal: Innovative Marketing, 20(1), 122–131. https://doi.org/10.21511/im.20(1).2024.11
Oktaviani, S. D., & Wandebori, H. (2024). The Influence of Content Marketing towards Word of Mouth with a Mediating Role of Brand Awareness: Study Case at Lazada Indonesia. International Journal of Current Science Research and Review, 7(7), 4800–4811. https://doi.org/10.47191/ijcsrr/V7-i7-21
Pandia, A. A. B., Panggabean, T., & Saragih, R. (2025). The Influence of Content Marketing, Brand Loyalty, and Online Customer Reviews on Purchasing Decisions on Tiktok Shop Among Management Department Students, Faculty of Economics Methodist Indonesia University. Jurma: Jurnal Program Mahasiswa Kreatif, 9(2), 297–302.
Perangin-angin, S. E., Rini, E. S., & Munir, E. (2024). Building Brand Awareness Through Content Marketing in the Implementation of Customer Path 5A on Tour Agent PT Doctor Trip Indonesia. International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS), 4(3), 679–690.
Pondra, C., Alfirdaus, A. B., Sari, I. N., & Agustina. (2024). Brand Awareness Mediation: Analysis of Online Customer Reviews and Influencer Marketing on Local Perfume Purchase Decisions in E-Commerce. International Journal of Humanities Education and Social Sciences (IJHESS), 3(6), 2987–2999.
Prabowo, E. C., & Komaladewi, R. (2024). The effect of social media marketing on Instagram towards purchase intention & purchase decision of Erigo products. COSTING: Journal of Economic, Business and Accounting, 7(6), 784–799.
Rahma, H., Fitriyah, Z., & Ariescy, R. R. (2025). Pengaruh content marketing, brand awareness, dan kualitas produk terhadap keputusan pembelian kosmetik Wardah di Kota Surabaya. Jambura Economic Education Journal, 7(1), 405–419.
Satiawan, A. A., Hamid, R. S., & Maszudi, E. (2023). Pengaruh Content Marketing, Influencer Marketing, Online Customer Review terhadap Keputusan Pembelian dan Kepuasan Konsumen di Tiktok. Jurnal Manajemen Dan Bisnis Indonesia, 09(01), 1–14.
Shafiq, M. A., Mehmood, S., & Khan, M. S. (2024). Exploring the connection between social media marketing activities and purchase decisions, focusing on electronic word of mouth and brand awareness. International Journal of Experiential Learning & Case Studies, 9(2), 217–248. https://doi.org/10.22555/ijelcs.v9i2.1132
Sharma, P. N., Liengaard, B. D., Hair, J. F., Sarstedt, M., & Ringle, C. M. (2023). Predictive model assessment and selection in composite-based modeling using PLS-SEM: Extensions and guidelines for using CVPAT. European Journal of Marketing, 57(6), 1662–1677. https://doi.org/10.1108/EJM-08-2020-0636
Suardana, I. A. R. A., Mahyuni, L. P., Lestari, N. P. N. E., & Suardana, I. B. R. (2024). Impact of Brand Image, Brand Awareness, and Social Media Marketing on Purchase Decisions: Mediating Roles of Purchase Interest, Service Quality, and Experiential Marketing. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 15(1), 56–71. https://doi.org/10.18196/jbti.v15i1.20901
Subhaktiyasa, P. G. (2024). Menentukan Populasi dan Sampel: Pendekatan Metodologi Penelitian Kuantitatif dan Kualitatif. Jurnal Ilmiah Profesi Pendidikan, 9(4), 2721–2731. https://doi.org/10.29303/jipp.v9i4.2657
Wijaya, F., & Genoveva, G. (2025). Arief Muhammad’s role in shaping brand image and consumer decisions: A study on Erigo’s presence in Greater Jakarta. Journal of Technology Management and Technopreneurship, 13(1), 19–39.