PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA

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

Publication Details

Journal
Edunomic Jurnal Pendidikan Ekonomi
Published
2024-09-01
DOI
https://doi.org/10.33603/ejpe.v12i2.9524
Primary Topic
Consumer Behavior and Marketing Influence
Type
article
Field-Weighted Citation Impact
0.00
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article

PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA

Samsul Arifin, Agnes Eva Listiani
Edunomic Jurnal Pendidikan Ekonomi
Consumer Behavior and Marketing Influence
article

PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA

Samsul Arifin, Agnes Eva Listiani
article en

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

Edunomic Jurnal Pendidikan EkonomiVol. 12(2)
Openalex Percentile: Top 57%
Consumer Behavior and Marketing Influence
DOIOpen Access PDFOpenAlex
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PENGARUH ONLINE CUSTOMER REVIEW, CONTENT MARKETING DAN PRODUCT KNOWLEDGE TERHADAP KEPUTUSAN PEMBELIAN E-COMMERCE TOKOPEDIA — Samsul Arifin, Agnes Eva Listiani · Edunomic Jurnal Pendidikan Ekonomi (2024) | TGRS Research Map | TGRS