PENGARUH CONTENT MARKETING DAN CUSTOMER REVIEW TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN DI MARKETPLACE TIKTOK SHOP (STUDI KASUS PADA MASYARAKAT KOTA BIMA)
Keywords:
Content Marketing, Customer Review, Purchase DecisionsAbstract
This study aims to determine the influence of Content Marketing and Customer
Reviews on consumer purchasing decisions on the TikTok Shop Marketplace (Case Study in
the Community of Bima City). The research method used in this study is a survey method
with a structured questionnaire consisting of 96 respondents as the sample. Data analysis
includes validity testing, reliability testing, classic assumption tests (normality test,
multicollinearity test, heteroskedasticity test, and autocorrelation test), multiple regression
analysis, correlation coefficient, determination coefficient, and hypothesis testing (t-test and
F-test) using Statistical Product and Service Solution Ver. 24 (SPSS) software. The research
results indicate that Content Marketing significantly influences Purchase Decisions,
Customer Reviews significantly influence Purchase Decisions, and both Content Marketing
and Customer Reviews significantly influence Purchase Decisions.
