Article Per Year (5 Year)
p-Index From 2020 - 2025
0.23
P-Index
This Author published in this journals
All Journal Indonesian Journal of Business Analytics (IJBA)
Priantono
Unknown Affiliation
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Published : 1 Documents Claim Missing Document
Claim Missing Document
Check
Articles

Found 1 Documents
Search

 1 
The Influence of E-Wom, Online Advertising, Content Marketing on Buying Decisions in the Shopee Marketplace Through Mediation of Customer Engagement Priantono; Nur' Alimah; Soesanty Maulany; Rahmadi
Indonesian Journal of Business Analytics Vol. 4 No. 3 (2024): June 2024
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ijba.v4i3.9503

Abstract

The impact of online advertising, content marketing, and electronic word-of-mouth (e-WOM) on purchasing decisions in the Shopee Marketplace is investigated in this study. 200 Shopee users from Cirebon City and Regency are participating in the study. The study uses online surveys with random sampling approaches to gather primary data using quantitative descriptive research methods. Next, Structural Equation Modelling Partial Least Squares (SEM PLS) 3.2.9 is used to analyze the data. Eight out of ten hypotheses are supported or accepted, according to the statistical analysis results. The two hypotheses that are not supported are E-WOM> Customer Engagement and Content Marketing> Customer Engagement> Buying Decision.
Co-Authors Nur' Alimah Rahmadi Soesanty Maulany