The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City

This study was conducted to determine the effect of content marketing, brand ambassadors, and product reviews on purchasing decisions for Scarlett Whitening consumers in Pekanbaru City. With 190 responders the population in examination was Scarlett Whitening in Pekanbaru City. Purposive and non-probability sampling techniques are used in sample dedicating. Multiple linear regression analysis is the analytical technique utilized in this research, and SPSS V.25 helpline to process the data. Research findings indicate that content marketing has a partial effect on purchasing decisions, brand ambassadors has a partial effect on purchasing decisions, product reviews has a partial effect on purchasing decisions. In addition, there is a simultaneous relationship betweeen content marketing, brand ambassadors, and product reviews and purchasing decisions

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Publication Details

Journal
West Science Business and Management
Published
2024-09-30
DOI
https://doi.org/10.58812/wsbm.v2i03.1191
Primary Topic
Consumer Behavior and Marketing Influence
Type
article
Field-Weighted Citation Impact
0.00
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article

The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City

Alvi Furwanti Alwie, Henni Noviasari, Yolanda Harmila Putri
West Science Business and Management
Consumer Behavior and Marketing Influence
article

The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City

Alvi Furwanti Alwie, Henni Noviasari, Yolanda Harmila Putri
article en

Abstract

This study was conducted to determine the effect of content marketing, brand ambassadors, and product reviews on purchasing decisions for Scarlett Whitening consumers in Pekanbaru City. With 190 responders the population in examination was Scarlett Whitening in Pekanbaru City. Purposive and non-probability sampling techniques are used in sample dedicating. Multiple linear regression analysis is the analytical technique utilized in this research, and SPSS V.25 helpline to process the data. Research findings indicate that content marketing has a partial effect on purchasing decisions, brand ambassadors has a partial effect on purchasing decisions, product reviews has a partial effect on purchasing decisions. In addition, there is a simultaneous relationship betweeen content marketing, brand ambassadors, and product reviews and purchasing decisions

West Science Business and ManagementVol. 2(03)
Riau University (ID)
Openalex Percentile: Top 75%
Consumer Behavior and Marketing Influence
DOIOpen Access PDFOpenAlex
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The Influence of Content Marketing, Brand Ambassadors and Product Reviews on Purchasing Decisions for Scarlett Whitening Consumers in Pekanbaru City — Alvi Furwanti Alwie, Henni Noviasari, et al. · West Science Business and Management (2024) | TGRS Research Map | TGRS