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All Journal Jejak digital: Jurnal Ilmiah Multidisiplin
Mareta Ayu Savira
Politeknik Negeri Malang
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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Pengaruh Content Marketing dan E-Wom Terhadap Niat Beli Ulang Produk Lavojoy Body Serum Instant Tone Up Konsumen di Kota Batu Mareta Ayu Savira; Achmad Zaini
Jejak digital: Jurnal Ilmiah Multidisiplin Vol. 2 No. 6 (2026): OKTOBER-NOVEMBER
Publisher : INDO PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.63822/93ybj439

Abstract

The development of social media has significantly altered company marketing strategies, particularly through content marketing and E-WOM, both of which play pivotal roles in driving consumer repurchase intentions. This empirical study aimed to evaluate the partial and simultaneous effects of content marketing and E-WOM on the repurchase intention of Lavojoy Body Serum Instant Tone Up among female consumers in Batu City. Utilizing a quantitative explanatory research design, data were collected via structured online questionnaires distributed to 96 respondents selected through purposive sampling (calculated using Cochran's formula for infinite populations). Data were systematically analyzed using multiple linear regression with IBM SPSS. The empirical results demonstrated that content marketing has a positive and statistically significant partial effect on repurchase intention (t = 2.017, p = 0.047 < 0.05). Furthermore, E-WOM exhibited a highly significant positive partial effect and emerged as the most dominant predictor (t = 4.687, p < 0.001). Simultaneously, content marketing and E-WOM exerted a strong positive influence on repurchase intention (F = 46.047, p < 0.001), accounting for 48.7% of the variance (Adjusted R² = 0.487). These findings underscore the necessity for skincare brands to synthesize high-quality TikTok visual content with authentic peer reviews to maximize customer retention and brand loyalty.
Co-Authors Achmad Zaini