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All Journal El Dinar NISBAH: JURNAL PERBANKAN SYARIAH At-tijaroh: Jurnal Ilmu Manajemen dan Bisnis Islam Indonesian Journal of Halal Research Al-Mal:Jurnal Akuntansi dan Keuangan Islam MALIA: Journal of Islamic Banking and Finance Jihbiz: Jurnal Ekonomi, Keuangan dan Perbankan Syariah Islamic Economic and Business Journal Media Riset Bisnis & Manajemen Al-Muhtarifin: Islamic Banking and Islamic Economic Journal Jeksyah JIFTECH: Journal Of Islamic Financial Technology Equilibrium: Jurnal Ekonomi Syariah INASJIF Fokus Bisnis: Media Pengkajian Manajemen dan Akuntansi Al-Iqtishad Wealth: Journal of Islamic Banking and Finance Al-bank: Journal of Islamic Banking and Finance JIES : Journal of Islamic Economics Studies JIFA (Journal of Islamic Finance and Accounting) Tawazun: Journal of Sharia Economic Law BISNIS : Jurnal Bisnis dan Manajemen Islam
Hana, Kharis Fadlullah
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Religion Biochemistry, Genetics & Molecular Biology Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Environmental Science Medicine & Pharmacology Social Sciences Other

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The Impact of Online Consumer Reviews, E-Service Quality, and Content Marketing on Purchasing Decisions on the Shopee Seller Marketplace, with Islamic Business Ethics as a Moderation Variable Hana, Kharis Fadlullah; Miranti, Ajeng Rizki
BISNIS Vol 9, No 2 (2021): BISNIS: Jurnal Bisnis dan Manajemen Islam
Publisher : Universitas Islam Negeri Sunan Kudus

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21043/bisnis.v9i2.13477

Abstract

Today, there is a lot of interest in Indonesian spending on the market; in 2021, overall Indonesian expenditure on the market climbed by 26%. Shopee is an Indonesian marketplace app with 93,440,300 monthly users. Sellers in the Shopee marketplace, on the other hand, are still learning how to effectively handle the platform. As a result, the goal of this research is to see if OCR (Online Consumer Review), E-Service Quality, and Content Marketing influence purchasing decisions, and if so, whether implementing OCR, E-Service Quality, and Content Marketing with Islamic business ethics strengthens or weakens the influence of purchasing decisions. The quantitative technique was employed in this investigation. Students from IAIN Kudus, UMK, and UMKU who utilize the shopee marketplace are the focus of this study. Because the population in this study was unlimited, researchers utilized the lemeshow method to determine the sample size and acquired 96 research samples. This study employs nonprobability sampling methods using purposive sampling. The data gathering approach is done through disseminating questionnaires. SPSS version 2.3 is used to process the data obtained. Validity tests, reliability tests, statistical tests, and traditional assumption tests are all used in data analysis techniques. The findings of this study revealed that online consumer reviews, e-service quality, and content marketing all influenced purchase decisions on shopee seller marketplaces and MRA tests, indicating that Islamic business ethics is a pure moderator variable that has a positive impact on online consumer reviews, e-service quality, and content marketing.
Co-Authors Absor, Choirul Agus Supriyanto Agusvinatassari, Dhuwik Iffuk Aini, Muslikhatul Aini, Nor Alimin, Masnaini Andini, Riyan Andriani, Fazley Noor Andriasari, Widi Savitri Anita Rahmawaty Aslicha, Ghina Chodlir, Enggar Arrosyad Dewi, Cahaya Maulida Dimam, Islahud Elfayet, Tsaniya Almer Firmansah, Rendy Hidayah, Noor Laili JABBAR, MUHAMMAD QISMATAL Miranti, Ajeng Rizki Mufidah, Evi Nailul Muhammad Mustaqim Mustaqim, Bagus Sirot Nur, Fatikha Rizqya Paryono Pusaka, Semerdanta Putri, Rizka Sabila Qodar, Muhammad Ali Qoyyimah Qoyyimah Rahmatiyah, Isna Nor Ramadhani, Dea Cahya Ramadhani, Eggi Syifana Ridwan, Ridwan Safitri, Sefira Uzha Salsabila, Arina 'Aina Sari, Sisca Apriliana Sefiana, Amanda Zelin Sugianto Sugianto Supriyadi Supriyadi Supriyadi Supriyadi Triyansyah, Taymi Ulya, Faridha Naila Viviani, Vinda