Content Marketing Intervention on Trust, Word of Mouth, and Buying Intention in Potential Customers Wedding Organizers in Malang Raya

Objective: The purpose of this study is to analyze the influence of content marketing strategies on the improvement of trust, word-of-mouth, and potential customer purchase intentions Theoretical Framework: This study discusses the influence of content marketing interventions on trust, word of mouth, and purchase intent of potential customers in wedding organizers in Malang Raya, this is due to the high use of social media which opens up opportunities for businesses to utilize marketing content to increase customer engagement. Methods: This study uses a quantitative approach with an experimental survey method. The quantitative approach was chosen because it allows the measurement of the cause-and-effect relationship between the independent variable, namely the "Wedding Organizer" advertising intervention, and the dependent variable, namely trust, word of mouth, and purchase intent. Experimental survey methods are used to control certain variables and observe changes that occur as a result of advertising interventions. Results and Discussion: Results showed a significant increase in trust, word-of-mouth, and purchase intent in the group that received the content marketing intervention compared to the control group. In conclusion, content marketing is effective in increasing the elements that affect the purchase intention of potential customers for wedding organizers. Research Implications: The implication of this study is that consumers are expected to be more selective in choosing a wedding organizer and consider ads that are informative and have positive testimonials from other users. Second, wedding organizers need to strengthen their marketing strategy by creating ads that are not only visually appealing but also informative and able to build consumer intent. Including testimonials from previous customers can increase the trust and intent of potential customers. Finally, for future researchers, it is recommended to conduct longitudinal research to look at the long-term impact of advertising on consumer behavior and explore other variables such as loyalty and customer experience that may have a significant influence on purchasing decisions. Originality/Value: These findings help in designing more effective marketing strategies and understanding how content marketing can affect customer intent, as well as how it can be used to improve performance and competitiveness in a competitive market.