Golden Ratio of Marketing and Applied Psychology of Business
Vol. 6 No. 1 (2026): July - January

The Influence of Online Customer Reviews, Content Marketing, and Brand Image on The Purchase Decision: Empirical Study of Erigo Products on TikTok Shop

Susanti, Aprilia (Unknown)
Muzdalifah, Laily (Unknown)
Larassaty, Ayu (Unknown)
Violita, Cynthia (Unknown)

Article Info

Publish Date
11 Jul 2025

Abstract

This research aims to analyze the influence of Online Customer reviews, Content Marketing, and Brand Image on purchasing decisions for Erigo products at TikTok Shop. This study uses quantitative research and purposive sampling. From the results of this test, it can be concluded that Online Customer reviews do not significantly affect purchasing decisions. Content Marketing also does not have a significant effect on purchasing decisions. Brand image has a significant effect on purchasing Erigo products at the TikTok Shop.

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Journal Info
Golden Ratio of Marketing and Applied Psychology of Business
Website

Abbrev

grmapb

Publisher

Manunggal Halim Jaya

Subject

Economics, Econometrics & Finance

Description

Golden Ratio of Marketing and Applied Psychology of Business (GRMAPB) with e-ISSN 2776-6349 publishes original research and review articles dealing with the application of psychological theories and techniques to marketing. As an interdisciplinary journal, Golden Ratio of Marketing and Applied ...