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All Journal Jurnal Ilmiah Ecobuss Rechtsnormen Journal of Law
Febiana, Febiana
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Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice

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Journal : Jurnal Ilmiah Ecobuss

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Pengaruh Content Marketing (Shopee), Review Product, dan Brand Ambassador Terhadap keputusan Pembelian Produk Scarlett Whitening pda Mahasiswa Universitas PGRI Kanjuruhan Malang Febiana, Febiana; Nurfarida, Iva Nurdiana; Kowiyanto, Kowiyanto; Suharso, Arien Anjar Puspitosari
Ecobuss Vol 13 No 1 (2025): Jurnal Ilmiah Ecobuss, Volume 13, No 1, Maret 2025
Publisher : Fakultas Ekonomi dan Bisnis Universitas Panca Marga

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51747/ecobuss.v13i1.2324

Abstract

This study aims to explore the ways in which product reviews, brand ambassadors, and content marketing on Shopee influence users’ choice to purchase Scarlett Whitening products. A total of 112 participants were given a Google Form to fill in to collect data for this study. Purposive sampling is one of the sampling strategies, and quantitative explanatory research falls into this group. Conventional assumptions, multiple linear regression, descriptive statistics, and hypotheses are part of the data analysis methods using SPSS 22.0 software. According to recent research, brand ambassadors, product reviews, and content marketing have a positive and substantial impact on customer purchase choices (Shopee). Shopee, a component of content marketing, has a constructive and substantial impact on purchase choices. However, product reviews and brand ambassadors do not significantly influence what consumers choose to buy.
Co-Authors Arien Anjar Puspitosari Suharso Henda, Raden Indraswari, Sri Primawati Iva Nurdiana Nurfarida Kowiyanto Nirmala, Bela Salsabina, Salwa