Analysis of Content Marketing on Repetitive Purchases of Hanasui Products and Brand Trust as a Mediating Variable

This study aims to analyse the effect of Artificial Intelligence (AI)-based content marketing, mediated by brand trust, on repeat purchases of Hanasui products. The study employs a quantitative approach with a causal design, involving 137 female Generation Z respondents in Karawang Regency, analysed using the Partial Least Squares–Structural Equation Modelling (PLS-SEM) method. The results indicate that AI-based content marketing has a positive and significant effect on brand trust and repeat purchases, and that brand trust plays a partial mediating role in this relationship. Thus, it can be concluded that AI-based content marketing is effective in driving repeat purchases both directly and through increased brand trust. This study contributes to enriching digital marketing research by affirming the role of brand trust as a mediating variable within the context of Indonesia’s local beauty industry.

Keywords: [AI-based Content Marketing, Brand Trust, Repeatitive Purchases]