Pengaruh Online Customer Review, Content Marketing Dan Product Knowledge Terhadap Keputusan Pembelian E-commerce Tokopedia
Year: 2024
Type: article
Study design: Observational Study
Abstract: This research aims to find out how Online Customer Reviews, Content Marketing, and Product Knowledge influence Tokopedia E-Commerce Purchase Decisions among Generation Z in Bangsri District. The population of this research is Generation Z in Bangsri District, with 100 respondents calculated using the Slovin Formula. Data for this research was collected through a purposive sampling method. The research results show that Online Customer Reviews (X1) have a positive and significant effect on purchasing decisions; Content Marketing (X2) has a positive and significant effect on purchasing decisions; and Product Knowledge (X3) has a positive and significant effect on purchasing decisions. Thus, it can be concluded that Online Customer Reviews, Content Marketing, and Product Knowledge all have a positive and significant impact on purchasing decisions. Keywords: Online customer review, content marketing, product knowledge, purchase decision, generation Z
Authors: Agnes Eva Listiani, Samsul Arifin
Institution: Universitas Islam Nahdlatul Ulama Jepara
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4410105237