Pengaruh Content Marketing (Shopee), Review Product, dan Brand Ambassador Terhadap keputusan Pembelian Produk Scarlett Whitening pda Mahasiswa Universitas PGRI Kanjuruhan Malang

This study aims to provide insight to the Scarlett Whitening company regarding the factors that influence consumer purchasing decisions, especially students, so that an analysis of the influence of content marketing (Shopee), product reviews, and brand ambassadors on purchasing decisions for Scarlett Whitening products at Universitas PGRI Kanjuruhan Malang is carried out. This study uses a quantitative explanatory research method with a purposive sampling technique and data collection through questionnaires distributed to 112 respondents. Data analysis uses multiple linear regression with the help of SPSS 22.0. The results of the study show that simultaneously, the three variables of content marketing (Shopee), product reviews, and brand ambassadors have a positive and significant effect on purchasing decisions. Partially, content marketing (Shopee) has a positive and significant effect, while product reviews and brand ambassadors do not have a direct effect on purchasing decisions.