Journal of Advanced Studies in Management
Vol. 2 No. 1 (2025): Maret 2025

THE IMPACT OF CONTENT MARKETING AND CUSTOMER REVIEWS ON ONLINE PURCHASE DECISIONS AMONG GEN Z IN TOKOPEDIA

Kuswiyono, Arini Novandalina (Unknown)
Arifin, Samsul (Unknown)

Article Info

Publish Date
20 Jun 2025

Abstract

This study investigates the influence of content marketing and customer reviews on purchase decisions among Generation Z users in Bangsri District using the Tokopedia e-commerce platform. A quantitative approach was employed, with data collected through an online questionnaire and analyzed using SEM-PLS. The findings reveal that content marketing significantly affects both customer reviews and purchase decisions, while customer reviews also have a significant direct effect on purchase decisions. Moreover, customer reviews mediate the relationship between content marketing and purchase decisions. These results highlight the importance of digital content strategy and customer engagement in shaping online buying behavior. The study contributes theoretically by integrating three key digital marketing variables and offers practical insights for e-commerce marketers targeting Gen Z consumers.

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Journal Info
Journal of Advanced Studies in Management
Website

Abbrev

jasm

Publisher

Universitas Islam Nahdlatul Ulama Jepara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences

Description

The journal aims to facilitate the dissemination of high quality research within business and management. Submissions to JASM should correspond with the objectives and focus areas of the journal. Manuscripts require thorough revision in accordance with the author guidelines and the scope of the ...