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Larassaty, Ayu
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Economics, Econometrics & Finance

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The Influence of Online Customer Reviews, Content Marketing, and Brand Image on The Purchase Decision: Empirical Study of Erigo Products on TikTok Shop Susanti, Aprilia; Muzdalifah, Laily; Larassaty, Ayu; Violita, Cynthia
Golden Ratio of Marketing and Applied Psychology of Business Vol. 6 No. 1 (2026): July - January
Publisher : Manunggal Halim Jaya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.52970/grmapb.v6i1.1287

Abstract

This research aims to analyze the influence of Online Customer reviews, Content Marketing, and Brand Image on purchasing decisions for Erigo products at TikTok Shop. This study uses quantitative research and purposive sampling. From the results of this test, it can be concluded that Online Customer reviews do not significantly affect purchasing decisions. Content Marketing also does not have a significant effect on purchasing decisions. Brand image has a significant effect on purchasing Erigo products at the TikTok Shop.
Co-Authors Aprilia Susanti, Aprilia Laily Muzdalifah Violita, Cynthia