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Sukirno
Institut Ilmu Sosial dan Manajemen STIAMI
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Pengaruh Content Marketing dan Online Customer Review Terhadap Minat Beli Konsumen Pada Produk Indomilk Durian Musang King di TikTok Shop (Studi Pada Konsumen Kecamatan Babelan) Ahmed Ferdi Firdaus; Sukirno
JAMBIS : Jurnal Administrasi Bisnis Vol. 5 No. 5: Oktober 2025
Publisher : JAMBIS : Jurnal Administrasi Bisnis

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Abstract.Online shopping platforms have reshaped consumer behavior, prompting companies to adopt interactiveand experience-based promotional strategies. This study aimed to analyze the influence of contentmarketing and online customer reviews on consumer purchase intentions for Indomilk Durian Musang Kingproducts on TikTok Shop, focusing on consumers in Babelan District. Using a quantitative survey method,data were collected from 110 respondents who had purchased Indomilk and seen advertisements for theDurian Musang King variant. Multiple linear regression was used for data analysis. The findings revealed thatcontent marketing (X1) had a positive and significant partial effect on purchase intention by 50.3%, whileonline customer reviews (X2) had a stronger positive effect of 66.8%. Simultaneously, both variables influenced purchase intention (Y) by 67.8%, with the remaining 32.2% attributed to other factors not studied, such as price, product quality, and brand image. These results highlight the strong role of digitalengagement in driving consumer decisions. Keywords: Content Marketing, Online Customer Reviews, Purchase Intention
Pengaruh Persepsi Kualitas Produk Dan Harga Terhadap Keputusan Pembelian Konsumen Di Tomoro Coffee Di Warakas Jakarta Utara Naufal Rafianis Syafiq; Sukirno
JAMBIS : Jurnal Administrasi Bisnis Vol. 5 No. 6: Desember 2025
Publisher : JAMBIS : Jurnal Administrasi Bisnis

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Abstract.The purpose of this study is to understand how consumer perceptions of product quality and priceinfluence their purchasing decisions, and to identify the extent of the collective influence of these twofactors. This study uses a descriptive method with a quantitative approach, namely examining the statusof a group of people, an object, a thought, or a class. The population and sample used by the researcherwere all consumers of Tomoro Coffee Warakas, North Jakarta, with 320 respondents. The results showthat perceived product quality has a positive and significant influence on purchasing decisions by 41.2%.Similarly, perceived price also has a positive and significant influence on purchasing decisions by 28.9%.Simultaneously, these two variables contribute 51.4% to purchasing decisions, while the remaining48.6% is influenced by other factors not examined. These findings indicate that good product qualityand the perception of an appropriate price significantly influence the purchasing decisions of TomoroCoffee consumers in Warakas, North Jakarta. Therefore, companies need to consistently maintainproduct quality and adjust prices to remain competitive in order to increase consumer loyalty and repeatpurchase decisions.Keywords: Product Quality, Price, Purchase Decisions, Coffee, Consumers
Co-Authors Ahmed Ferdi Firdaus Naufal Rafianis Syafiq