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Uswatun Chasanah
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Journal : Economic Reviews Journal

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Pengaruh Content Marketing dan Influencer Marketing Terhadap Keputusan Pembelian Smartphone Xiaomi Melalui E-WOM Sebagai Variabel Intervening di Daerah Istimewa Yogyakarta Akram Shofwan Setiawan; Uswatun Chasanah
Economic Reviews Journal Vol. 4 No. 1 (2025): Economic Reviews Journal
Publisher : Masyarakat Ekonomi Syariah Bogor

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56709/mrj.v4i1.633

Abstract

This study uses e-WOM as an intervening variable to determine how Content Marketing and Influencer Marketing influence purchasing decisions. The research methodology used in this study is quantitative. The population in this study used customers who had purchased Xiaomi smartphone products in the Special Region of Yogyakarta with a sample of 100 respondents using purposive sampling technique. This study uses an analytical tool in the form of SmartPLS version 4 with data analysis methods such as Convergent Validity, Discriminant Validity, Average Variance Extracted (AVE), Composite Reliability, Cronbach's Alpha, R-Square, Goodness of Fit, and Hypothesis Test. The results showed that Content Marketing has no influence on Purchasing Decisions while Influencer Marketing and e-WOM have an influence on Purchasing Decisions. On the other hand, Content Marketing and Influencer Marketing have an influence on e-WOM. Furthermore, e-WOM can fully mediate the effect of Content Marketing on Purchasing Decisions while e-WOM can pseudo-mediate the effect of Influencer Marketing on Purchasing Decisions.
Co-Authors A. Afif Amrullah A.Afif Amrullah Abdul Azis Ach. Agil Dzikrullah Ach. Muhandis Mutiuddin Adinda Putri Amalia Ahmad Afif Amrullah Ahmad Syafii Aisya Safira Nabila Akram Shofwan Setiawan Alvina Rahmayanti Amir Bandar Abdul Majid Amrullah , A. Afif Andi Maddepungeng Andry Septianto Anggi Windra Kusuma Anis Surya Ningsih Asmaul Lutfi Marufah Asri Munzilin Bibit Kurniawan Caecilia Mutiarawati Defta Septiana Dewi Mayangsari Didit Darmawan Dita Askhatika Putri Dwi Lailatul Hidayah Dyah Rahmasari Eli Masnawati Esti Hendradi Faldin Baen Falia Rizma Safitri Farida Nabilah Faridhatun Fatih Arsyad Dharmawan Fatimatus Zahro Feb Amni Hayati Feri Dwi Yulianto Fina Durotul Bahiyah Haikal, Moh. Rifki Hariani, Mila Ida Zahara Adibah Ilyas Ilyas Imam Mawardi Jahroni jahroni Kalvin Edo Wahyudi Keisha Farellia Putri Lindra Khairunnisa Kunawi Basyir Laila Badriyah Laili Syarifah Lidia maulida Lina Fatin Fauziyyah M. Najibullah M. Sifa Yulianis Mahfud Ilham Dzikrullah3 Mahfud Ilham Dzikrulloh Maria Caecilia N.Setiawati Masfufah Mathori, Muhammad Mirza Elmy Safira Moch. Akbar lailun Nuzul Moch. Su'eb Mochammad Su’eb Mohammad Wildan Alfani Mohieddin Masoud Mowafg Masuwd Muh. Fadhil Adli Yanuar Muhammad Fauzan Muhammad Yusli Muhammad Yusron Maulana El-Yunusi Muna, Nailatul Mu’minatul Habibah Nailul Ulah Al Chumairoh Machfud Nihro Afandi Nunik Hidayati Nur Diana Nur Sa’adatut Daraini Pudyaningtyas, Estu Purwanto Qoyyimah Rahayu Mardikaningsih Ratna Pangastuti Renafa Ardella Efendi Reni Setyaningsih Rindu Twidi Bethary, Rindu Twidi Roidatus Shofiyah Safika S, Safika Sakia Amanda Deviana Putri Salsabila Septiana Masdi Sania Rahmawati Saskia Dyra Adelia Sifa Fauzi Yulianis Sirojul Baehaqi Siti Helmyati Siti Kholidatur Rodiyah Siti Kholidatur Rodliyah Siti Nur Halizah Siti Rodliyah Eka Agustina Sufiati Bintanah Surahmah Syifa’ul Amelia Taseman Tatu Alifya Tharisma Novitasari Tiara Avrianisa Tri Kartikawati Ucih Mardiasih WULANDARI Yeni Vitrianingsih Yuanika Asmarani Utami Yuliana Noor SU Yuliastutik Yuliastutik zahrotul jannah Zhunnun Qothrunnada Zuha Prisma Zulfatul Mardiyah Zumrotul Mukaffa