This research, “The Influence of Advertising Formats and Content Marketing on The Purchase Intention of Low-Sodium Soy Sauce among Health-Conscious Consumers,” aimed to: 1) study the level of consumer opinions towards content marketing formats in advertising, including articles, images, and videos; 2) study the level of purchase intention of low-sodium soy sauce; and 3) study the influence of these three content marketing formats on consumer purchase intention. This quantitative research employed a survey method, collecting data from a sample of 300 health-conscious consumers who had purchased or were aware of low-sodium soy sauce. The research instrument was an online questionnaire. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, and inferential statistics using multiple regression analysis. The research findings indicated that consumers generally had a high level of opinion regarding content marketing formats in advertising. The video format had the highest average score (mean = 4.15, S.D. = 0.45), followed by images (mean = 3.92, S.D. = 0.48) and articles (mean = 3.78, S.D. = 0.52), respectively. Meanwhile, the overall intention to purchase low-sodium soy sauce was also high (mean = 4.02, S.D. = 0.50). The hypothesis testing results showed that: All three content marketing formats significantly influenced purchase intention at the 0.05 statistical significance level, with the model having a multiple correlation coefficient R = 0.742 and explaining 55.10% of the variance in purchase intention (R² = 0.551). Considering individual variables, video had the strongest influence (β = 0.401, p < 0.001), followed by images (β = 0.264, p < 0.001) and articles (β = 0.182, p = 0.012). In conclusion, the presentation format of advertising content plays a crucial role in consumer purchase intention, especially video, which can convey information completely and create the best understanding. Therefore, businesses should prioritize using video as a primary communication medium alongside images and articles to enhance the effectiveness of stimulating consumer purchase intention in the health product sector.