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All Journal Pendas : Jurnah Ilmiah Pendidikan Dasar Jurnal Ilmu Manajemen dan Akuntansi Terapan International Journal of Economics, Business and Accounting Research (IJEBAR) Public Health and Safety International Journal (PHASIJ) Perwira Journal of Community Development (PJCD) Jurnal Ilmiah Kesehatan BPI Jurnal Online Skripsi Manajemen Rekayasa Konstruksi (JOS-MRK)
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Dampak Content Marketing, Electronic Word Of Mouth Dan Brand Trust Pada Keputusan Pembelian Produk EBSCO Abdullah; Sugiharti; Wardati, Emi; Salim, Noor; Nasnini
Jurnal Ilmu Manajemen dan Akuntansi Terapan (JIMAT) Vol. 16 No. 2 (2025): Jurnal Ilmu Manajemen dan Akuntansi Terapan
Publisher : Sekolah Tinggi Ilmu Ekonomi Totalwin

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36694/jimat.v16i2.758

Abstract

Intense business competition highlights marketing strategy as a crucial factor for business sustainability and success. This phenomenon encourages business owners to optimize their marketing activities through e-commerce platforms. In the Indonesian market, various companies like Shopee, Tokopedia, and Lazada provide e-commerce facilities that are closely integrated with consumer shopping habits. This research aims to examine the extent of the influence of Content Marketing, Electronic Word of Mouth (E-WOM), and Brand Trust on Ebsco products marketed in Semarang City. To achieve this, 100 questionnaires were distributed to respondents in the Semarang City area. A non-probability sampling method was used for sample selection, with the Rao Purba formula being one of the approaches applied. The collected data were then processed and analyzed using SPSS software. The results of this study are: (1) Content Marketing has a positive and significant influence on purchasing decisions. (2) Conversely, Electronic Word of Mouth does not significantly influence purchasing decisions. (3) Similarly, Brand Trust also does not have a significant impact on purchasing decisions.
Co-Authors 1Muninggar Abdullah Admira, Tb. M. Adrie agus rifai Agus Suhardono Alifiah Devi Rahmawati Amanda Elvira Asha Andriyanti Ari Pujiningsih Armin Naibaho Bhandari, Rahul Bunga Saraswati Tamang Panji Cahyani, Nilam Denny Ardiansyah Dwi Rohmat Setyawan Efendi, Medi Emi Wardati, Emi Gabriel Chrismasti Pattiasina Janna Prafika Keryda Yusuf Alamin Maulana, Alfi Albar Mauludy, Amar Jihad Moch. Khamim Moh. Charits Mohamad Zenurianto Muninggar Mu’inul Mubin Nanda, Prima Wira Nasnini Nawir Rasidi Ngurah Ayu Nyoman Noor Salim Nugroho, Prihasantyo Siswo Nurul Wijayanti Oktavia, Andini Caesar Rahmania Mustahidda Rizky Elvina Ayunanda Rusuli, Muhamad Saufi Che Sancoko, Agus Sitti Safiatus Riskijah Soedjono Srisuk, Prattana SUDARMANTO Sugeng Riyanto Suselo Utoyo Yulianto Herry Purnomo Zunsyika Zahra Zatira