THE INFLUENCE OF CONTENT-MARKETING STRATEGIES ON CONSUMER-PURCHASING BEHAVIOUR: A RASCH-MODEL STUDY OF FASHION MSMES IN BANDUNG, INDONESIA

Abstract

This study explores the influence of content marketing strategies on consumer purchasing behavior within the fashion micro, small, and medium enterprises (MSMEs) sector in Bandung, Indonesia. As digital commerce becomes increasingly vital for MSME competitiveness, understanding the impact of digital content on consumer decision-making is both timely and critical. A quantitative, cross-sectional research design was employed, utilizing the Rasch Measurement Model to analyze the relationship between three core content marketing variables—content relevance, publication consistency, and content format—and four distinct stages of consumer purchasing behavior: need recognition, information search, alternative evaluation, and purchase decision. Data were collected from 115 digitally active consumers who had engaged with fashion MSMEs through social media and e-commerce platforms. The Rasch analysis confirmed that all measurement items demonstrated acceptable fit statistics, supporting the unidimensionality and internal validity of the instrument. Person and item reliability indices were found to be moderate to high, indicating the tool’s robustness in measuring consumer perceptions. Key findings revealed that content relevance strongly influenced the initial stage of need recognition, while consistency in content publication enhanced consumer evaluation of alternative options. Additionally, visual and multimedia formats had a notable impact on final purchase decisions, highlighting the importance of format in digital engagement. A statistically significant positive correlation (r = 0.46, p < .001) was identified between overall content marketing effectiveness and consumer behavioral progression through the purchasing funnel. These results provide actionable insights for fashion MSMEs seeking to refine their digital strategies. Recommendations include prioritizing audience-centric content development, adopting regular posting schedules, and leveraging visual storytelling tools. By aligning content strategies with consumer behavior patterns, MSMEs can foster deeper engagement, improve brand positioning, and enhance conversion rates in increasingly competitive digital marketplaces.