Indonesian Journal of Business Analytics (IJBA)
Vol. 4 No. 3 (2024): June 2024

The Influence of E-Wom, Online Advertising, Content Marketing on Buying Decisions in the Shopee Marketplace Through Mediation of Customer Engagement

Priantono (Unknown)
Nur' Alimah (Unknown)
Soesanty Maulany (Unknown)
Rahmadi (Unknown)

Article Info

Publish Date
10 Jul 2024

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.

Copyrights © 2024




Citation Download
RIS
EndNote, Reference Manager, ProCite
BibTex
Latex, Jabref
Original Source
Download Original
Google Scholar
Check in Google Scholar
Journal Info
Indonesian Journal of Business Analytics (IJBA)
Website

Abbrev

ijba

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Indonesian Journal of Business Analytics (IJBA) is a peer-reviewed journal providing a space for both practitioners and academics for disseminating research results that work in Business Analytics and related fields. IJBA provides an outlet for the increasing flow of interdisciplinary research ...