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All Journal JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Kusumaningrum, Imanuela Christin Anggita
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Chemistry Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Mathematics Social Sciences

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Pengaruh Pemasaran Melalui Konten Instagram dan Online Customer Review Shopee terhadap Keputusan Pembelian Kusumaningrum, Imanuela Christin Anggita; Agung Pujianto; Awin Mulyati
JURNAL RUMPUN MANAJEMEN DAN EKONOMI Vol. 2 No. 4 (2025): Juli
Publisher : CV. KAMPUS AKADEMIK PUBLISHING

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61722/jrme.v2i4.5161

Abstract

This study aims to determine the influence of marketing through Instagram content and Shopee's online customer reviews on consumer purchase decisions on Luxcrime products. This study uses a quantitative method with an associative type of research. The sample used was 96 respondents who had bought Luxcrime products, with incidental sampling techniques. Data was collected through an e-questionnaire and analyzed using classical assumption tests, multiple linear regressions, t-tests, and F-tests. These findings show that digital marketing strategies through social media and e-commerce can increase effectiveness in driving consumer decisions to buy products.
Co-Authors Agung Pujianto Awin Mulyati