Article Per Year (5 Year)
p-Index From 2021 - 2026
0.23
P-Index
This Author published in this journals
All Journal Golden Ratio of Data in Summary
Zaenal Muttaqin
Universitas Terbuka
Economics, Econometrics & Finance Social Sciences

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of Content Marketing, Influencer Marketing, and Service Quality on Purchasing Decisions for Fashion Products on Shopee Zaenal Muttaqin; Bayu Fajar Susanto
Golden Ratio of Data in Summary Vol. 6 No. 3 (2026): May - July
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grdis.v6i3.2326

Abstract

This study aims to analyze the influence of content marketing, influencer marketing, and service quality on purchasing decisions for fashion products on Shopee among the people of Pacitan Regency. This research used a quantitative approach with a descriptive research type. The population in this study consisted of people in Pacitan Regency who had purchased fashion products on Shopee. The sample consisted of 150 respondents determined using the Lemeshow formula with a simple random sampling technique. Data were collected through questionnaires using a Likert scale. Data analysis was conducted using IBM SPSS Statistics through validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis. The results showed that content marketing had a positive and significant effect on purchasing decisions, influencer marketing had a significant negative effect on purchasing decisions, and service quality had a positive and significant effect on purchasing decisions. Simultaneously, content marketing, influencer marketing, and service quality significantly affected purchasing decisions for fashion products on Shopee. The R Square value of 0.790 indicates that 79% of purchasing decisions can be explained by the three independent variables, while the remaining 21% is influenced by other variables outside this study.
Co-Authors Bayu Fajar Susanto