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The Effect of Product Reviews and Content Marketing on Purchasing Decisions at T'samie Noodle Bar Restaurant

Year: 2025

Type: article

Abstract: This study examines how T'samie Noodle Bar Restaurant customers' judgements about what to buy are influenced by product reviews and content marketing. Multiple linear regression analysis was used in a quantitative way to build a causal associative descriptive design. One hundred individuals were chosen at random from among social media users who had made repeat purchases. Data was gathered using a Likert scale questionnaire, and its validity and accuracy were examined. The results showed that while product reviews had a significant impact (β = 0.257), content marketing had a bigger impact (β = 1.006). The two factors accounted 61.5% of the variation in buying decisions. These results suggest that review management and an efficient content strategy are crucial elements of culinary marketing.

Source: Indonesian Journal of Advanced Research

DOI: 10.55927/ijar.v4i6.14825

Authors: Syafiq Usman, Mohamad Rheyfan Andriyansyah, Moh. Santoso, Rahmadi Rahmadi

Institution: Universitas Swadaya Gunung Jati

Language: English

Topic: Consumer Behavior and Marketing Influence

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4413091037

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