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All Journal Jurnal Ilmiah Edunomika (JIE) Jurnal Teknologi dan Manajemen Industri Terapan
Jhoni Iskandar
Universitas IPWIJA, Indonesia
Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Engineering Industrial & Manufacturing Engineering

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THE INFLUENCE OF CONTENT MARKETING AND ONLINE CUSTOMER REVIEWS ON PURCHASE DECISIONS IN E-COMMERCE Jhoni Iskandar; Sriwanti Belani; Hadiansyah Ma’sum; Donald Michi Kasetty; Hamdiah
JURNAL ILMIAH EDUNOMIKA Vol. 10 No. 3 (2026): EDUNOMIKA
Publisher : ITB AAS Indonesia Surakarta

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/jie.v10i3.20449

Abstract

The development of the digital landscape has fundamentally changed the way consumers interact with brands and make purchasing decisions on e-commerce platforms. This study aims to analyze the influence of content marketing and online customer reviews on consumer purchasing decisions on e -commerce platforms. Using a quantitative approach, data was collected through a structured online questionnaire distributed to active consumers of e-commerce platforms. The data analysis technique used in this study was Structural Equation Modeling (SEM) or Multiple Linear Regression to test the causal relationship between variables. The results show that both content marketing and online customer reviews have a positive and significant influence on consumer purchasing decisions, both partially and simultaneously. The educational and interactive information components in content marketing have been shown to stimulate initial interest, while the credibility and valence of online customer reviews serve as critical validators that minimize consumer risk perceptions before making a final transaction. The practical implications of this study emphasize the importance for digital business actors to integrate relevant content creation strategies with consumer review reputation management to optimize sales conversions in an increasingly competitive digital market.
Electronic Word of Mouth as A Moderating Variable of Food Reviewer Influence on Purchasing Decisions Nabila Cecilia Marasbessy; Jhoni Iskandar; Yoyo Indah Gunawan; Feby Evelyna; Septa Intiar
Jurnal Teknologi dan Manajemen Industri Terapan Vol. 4 No. 3 (2025): Jurnal Teknologi dan Manajemen Industri Terapan
Publisher : Yayasan Inovasi Kemajuan Intelektual

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55826/jtmit.v4i3.1469

Abstract

This study aims to analyze and examine the influence of food reviewers on consumer purchasing decisions, as well as the role of electronic word of mouth (eWOM) as a moderating variable in this relationship. In today's digital era, food reviewers have evolved into a credible source of information that influences food preferences and shopping behavior. However, the effectiveness of this influence is not always direct, but rather depends on the extent to which the reviews are disseminated and amplified through eWOM across various digital platforms. Using a quantitative approach, data were collected from consumers who had been exposed to food reviewer reviews and made food product purchasing decisions. A moderated regression analysis (MRA) model was implemented using EViews to test the hypotheses, specifically to measure the interaction between the influence of food reviewers and eWOM. The results are expected to provide empirical evidence regarding the significance of the food reviewer variable and, more importantly, identify the critical role of eWOM in strengthening or weakening this initial influence. These findings will contribute to a deeper understanding for marketing practitioners and culinary business owners in formulating effective communication strategies in the digital environment.
Co-Authors Donald Michi Kasetty Feby Evelyna Hadiansyah Ma’sum Hamdiah Nabila Cecilia Marasbessy Septa Intiar Sriwanti Belani Yoyo Indah Gunawan