The Effects Of Social Media Content, Influencer     Marketing And Customer Reviews On Purchasing Decisions

Ade Setia Pratama; Rachmad Ilham; Sutomo Sutomo; Agus  Hermawan; Ludi  Wisnu Wardhana

doi:10.46729/ijstm.v5i2.990

Ade Setia Pratama Student on the Management Science Doctoral Study Program, State University of Malang, Indonesia
Rachmad Ilham Student on the Management Science Doctoral Study Program, State University of Malang, Indonesia
Sutomo Sutomo Student on the Management Science Doctoral Study Program, State University of Malang, Indonesia
Agus Hermawan Lecturer on the Management Science Doctoral Study Program, State University of Malang, Indonesia
Ludi Wisnu Wardhana Lecturer on the Management Science Doctoral Study Program, State University of Malang, Indonesia

DOI: https://doi.org/10.46729/ijstm.v5i2.990

Keywords: Social Media Content, Influencer Marketing , Customer Reviews and Purchase Decisions.

Abstract

This research aims to determine the effect of social media content, influencer marketing , and customer reviews on purchasing decisions on Shopee online marketing platform during period January-March 2024. The independent variables in this research are social media content, influencer marketing , and customer reviews , while the dependent variable is purchasing decisions. This research uses primary data in the form of questionnaire results from respondents. This research uses a purposive sampling technique . The method used is a type of quantitative research . The analysis used in this research is multiple linear analysis. In this research, it shows that social media content has significance effect on purchasing decisions, influencer marketing has no effect on purchasing decisions, customer reviews has no effect on purchasing decisions but the variables social media content (X1), influencer marketing (X2) and customer reviews (X3) simultaneous influence on purchasing decisions (Y) with a significance value (Sig) of 0.000 < 0.05.

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