Penelitian ini mengkaji pengaruh content marketing dan brand image terhadap keputusan pembelian konsumen, dengan minat beli sebagai variabel mediator pada produk Teh Botol Sosro. Metode yang digunakan adalah survei melalui kuesioner, yang melibatkan 190 responden dari pengguna Instagram di Kabupaten Kuningan. Data dianalisis menggunakan SPSS versi 26. Hasil analisis menunjukkan bahwa content marketing dan brand image memiliki pengaruh positif dan signifikan terhadap minat beli serta keputusan pembelian. Selain itu, minat beli terbukti memediasi hubungan antara content marketing dan brand image terhadap keputusan pembelian. Temuan ini menegaskan pentingnya strategi pemasaran yang efektif untuk menarik minat konsumen dan meningkatkan penjualan produk. Penelitian ini diharapkan dapat memberikan kontribusi bagi pengembangan teori pemasaran serta praktik bisnis di Indonesia.

Kata Kunci : Content Marketing, Brand Image, Minat Beli dan Keputusan Pembelian

This study examines the influence of content marketing and brand image on consumer purchasing decisions, with purchase intention serving as a mediating variable for Teh Botol Sosro products. The method used is a survey conducted through a questionnaire, involving 190 respondents from Instagram users in Kuningan Regency. Data were analyzed using SPSS version 26. The analysis results indicate that content marketing and brand image have a positive and significant effect on purchase intention and purchasing decisions. Furthermore, purchase intention has been shown to mediate the relationship between content marketing and brand image concerning purchasing decisions. These findings underscore the importance of effective marketing strategies to attract consumer interest and increase product sales. This research is expected to contribute to the development of marketing theory and business practices in Indonesia.

Keywords : Content Marketing, Brand Image, Purchase Decision, and Purchase Intention