Interdisciplinary Social Studies
Vol. 1 No. 6 (2022): Special Issue

Content Marketing, Brand Awareness, and Online Customer Review on Housewives’ Purchase Intention on Shopee

Riyadini, Nikita Gabby (Unknown)
Krisnawati, Wenti (Unknown)

Article Info

Publish Date
20 Mar 2022

Abstract

This research aims to find out the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intention on Housewives (IRT) in Shopee E-Commerce. The study used a sample of 107 respondents, the type of data used is primary and secondary. The purpose of this study was to find out the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intention on Housewives (IRT) using multiple linear regression analysis methods using the SPSS 20 program. The results showed that content marketing variables have a positive and significant effect on purchase intention, brand awareness has a positive and significant effect on purchase intention and online customer review has a positive and significant effect on purchase intention.

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Journal Info
Interdisciplinary Social Studies
Website

Abbrev

iss

Publisher

CV. International Journal Labs

Subject

Environmental Science Languange, Linguistic, Communication & Media Public Health Social Sciences

Description

nterdisciplinary Social Studies (ISS) is an interdisciplinary publication of social studies and writing which publishes papers to international audiences of social researchers. ISS aims to provide a forum for scholarly understanding of social studies and plays an important role in promoting the ...