Pengaruh Pemasaran Melalui Konten Instagram dan Online Customer Review Shopee terhadap Keputusan Pembelian

Kusumaningrum, Imanuela Christin Anggita
Agung Pujianto
Awin Mulyati

JURNAL RUMPUN MANAJEMEN DAN EKONOMI
Vol. 2 No. 4 (2025): Juli

This study aims to determine the influence of marketing through Instagram content and Shopee's online customer reviews on consumer purchase decisions on Luxcrime products. This study uses a quantitative method with an associative type of research. The sample used was 96 respondents who had bought Luxcrime products, with incidental sampling techniques. Data was collected through an e-questionnaire and analyzed using classical assumption tests, multiple linear regressions, t-tests, and F-tests. These findings show that digital marketing strategies through social media and e-commerce can increase effectiveness in driving consumer decisions to buy products.