PENGARUH CONTENT MARKETING DAN CONTENT REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA SHOPEE (Survey pengguna serum Somethinc)

Abstract

Consumers will usually consider several factors that might influence their decision to buy a product. One of the factors that can influence purchasing decisions is to provide the right strategy, namely content marketing. Content marketing is one of the marketing strategies used to introduce products to the wider community with the aim of getting people interested and increasing sales. In addition, consumers before making a purchase on a product usually see reviews or reviews given by other buyers in the comments column. Testimonial reviews from users are considered very important, especially for prospective buyers to get knowledge before deciding to buy a product so they don't regret buying a product one day.

The goal to be achieved in this research is to find out and analyze the influence of content marketing and review content on consumers in purchasing decisions at Shopee about Something serum products. The method used is to use descriptive quantitative with a sample of 100 respondents, while data collection techniques through library research, questionnaires and observation. The data is processed through validity and reliability tests, descriptive statistics, normality tests, multicollinearity tests, heteroscedasticity tests, correlation tests, multiple linear regression tests, t tests, f tests and tests of the coefficient of determination.