The The Influence of Content Marketing, Influencers and Online Customer Reviews on Azarine Product Purchasing Decisions

Waluyo, Milenia Pratama Putri and Siswati, Endang (2024) The The Influence of Content Marketing, Influencers and Online Customer Reviews on Azarine Product Purchasing Decisions. Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI), 9 (1). pp. 26-36. ISSN e-ISSN 2621-3168 p-ISSN 2502 – 3764

	Text content marketing publish.pdf Download (425kB)
	Text content marketing turnitin 20%.pdf Download (1MB)

Abstract

This type of research is quantitative research, the aim is to find out the extent of the influence of content marketing, influencers and online customer reviews on purchasing decisions for Azarine products. This study uses a type of quantitative research. The sample in this study was 98 respondents from the Faculty of Economics and Business, Bhayangkara University, Surabaya, using simple random sampling and purposive sampling. Using the t test, F test, and dominance with the help of SPSS and the results are content marketing, influencer, and online customer review variables simultaneously have a positive and significant effect on purchasing decisions . In the partial test (t test) it is known that the content marketing and influencer variables partially have a positive and significant effect on purchasing decisions Online customer reviews have a positive and insignificant effect. The influencer variable has the most dominant influence on purchasing decisions.

Item Type:	Article
Additional Information:	Jurnal Penelitian Ekonomi dan Akuntansi (JPENSI) e-ISSN 2621-3168 p-ISSN 2502 – 3764 Litbang Pemas Universitas Islam Lamongan Terakreditasi Sinta 5
Uncontrolled Keywords:	content marketing, influencer, purchasing decisions online, customer review
Subjects:	Marketing Management > Marketing
Divisions:	Faculty of Economic & Business > Bachelor of Management & Business
Depositing User:	Perpus Ubhara Surabaya
Date Deposited:	26 Feb 2024 05:06
Last Modified:	26 Feb 2024 05:06
URI:	http://eprints.ubhara.ac.id/id/eprint/2310

Actions (login required)

View Item