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All Journal Interdisciplinary Social Studies
Riyadini, Nikita Gabby
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Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

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Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee Riyadini, Nikita Gabby; Krisnawati, Wenti
Interdisciplinary Social Studies Vol. 1 No. 6 (2022): Special Issue
Publisher : International Journal Labs

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55324/iss.v1i6.149

Abstract

This research aims to find out the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intention on Housewives (IRT) in Shopee E-Commerce. The study used a sample of 107 respondents, the type of data used is primary and secondary. The purpose of this study was to find out the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intention on Housewives (IRT) using multiple linear regression analysis methods using the SPSS 20 program. The results showed that content marketing variables have a positive and significant effect on purchase intention, brand awareness has a positive and significant effect on purchase intention and online customer review has a positive and significant effect on purchase intention.
Co-Authors Wenti Krisnawati