Pengaruh Content Marketing dan Online Customer Review terhadap Purchase Decision

Anisa Rika Rizkia
Hendrati Dwi Mulyaningsih
Rezi Muhammad Taufik Permana

Bandung Conference Series: Business and Management
Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management

Abstract. Perubahan perilaku konsumen dari belanja offline ke online melalui platform e-commerce seperti Shopee telah menjadi tren utama. Shopee, sebagai platform e-commerce terpopuler di Indonesia, mencatat 2,3 miliar kunjungan situs dan dikenal dengan produk fashion sebagai kategori yang paling banyak dibeli. Namun, berbelanja online, terutama dalam kategori fashion, seringkali menimbulkan berbagai masalah yang dapat mempengaruhi keputusan pembelian konsumen. Penelitian ini bertujuan untuk mengkaji pengaruh content marketing dan ulasan pelanggan online terhadap keputusan pembelian produk fashion di Shopee. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif, melibatkan 200 responden yang merupakan konsumen di Kota Bandung yang telah membeli produk fashion di Shopee. Data diperoleh dari kuesioner dan sumber sekunder seperti buku dan jurnal, dengan teknik penarikan sampel non probability sampling dan purposive sampling. Analisis data dilakukan menggunakan regresi linear berganda. Hasil penelitian menunjukkan bahwa content marketing dan ulasan pelanggan online memiliki pengaruh positif dan signifikan, baik secara parsial maupun simultan, terhadap keputusan pembelian produk fashion di Shopee. Abstract. Consumer behavior has shifted from traditional in-store purchases to online shopping through e-commerce platforms. Among these platforms, Shopee stands out as the most popular in Indonesia, with 2.3 billion site visits and fashion products being the most frequently purchased category. However, online shopping, particularly for fashion items, can present various challenges that may influence consumers' purchase decisions. This study aims to examine the impact of content marketing and online customer reviews on purchase decisions for fashion products on Shopee. The research employs a survey method with a quantitative approach, involving 200 respondents who are Shopee customers in Bandung that have purchased fashion products. Data was collected through questionnaires and secondary sources such as books and journals, using non-probability sampling with purposive sampling. The data analysis was conducted using multiple linear regression. The results indicate that both content marketing and online customer reviews have a positive and significant impact on purchase decisions, both individually and collectively, for fashion products on Shopee.