JURNAL MANAJEMEN MOTIVASI
Vol 21 No 2 (2025): Jurnal Manajemen Motivasi

The Influence of Content Marketing and Product Reviews on Customer Satisfaction on Social Media Mediated by Purchase Decisions for Luxcrime Products in Palu City

Aulia, Nurul (Unknown)
Sutomo, Maskuri (Unknown)
Santi, Ira Nuriya (Unknown)
Auriza, Mohammad Zeylo (Unknown)

Article Info

Publish Date
19 Sep 2025

Abstract

This study examines the influence of content marketing and product reviews on customer satisfaction, with purchase decisions as a mediating variable, for Luxcrime products in Palu City. A quantitative method was used by distributing online questionnaires to 100 respondents. Data were analyzed using PLS-SEM with SmartPLS 4.0. The results indicate that content marketing and product reviews significantly affect purchase decisions and customer satisfaction. Purchase decisions also mediate the relationship between these variables and customer satisfaction. These findings have implications for cosmetic industry practitioners in optimizing effective digital marketing strategies through social media.

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Journal Info
JURNAL MANAJEMEN MOTIVASI
Website

Abbrev

jm_motivasi

Publisher

Universitas Muhammadiyah Pontianak

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

Description

Jurnal Manajemen Motivasi (JMM) adalah Jurnal Ilmiah Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Pontianak yang diterbitkan secara berkala 2 (dua) kali dalam satu tahun (Juni dan Oktober) sebagai sarana untuk menyebarluaskan hasil penelitian dan ilmu pengetahuan di bidang ilmu manajemen ...