<![CDATA[This study seeks to analyze the impact of electronic word of mouth (E-WOM) and Content marketing on Purchase Decisions for the local skincare company Finally Found You (FFY) on the Shopee e-commerce platform. Quantitative methods were employed, using an online questionnaire to gather data from 150 respondents, who were deliberately selected based on a criterion of 10 times the number of research indicators. Participants were Shopee consumers in Indonesia who had reviewed evaluations and promotional materials for FFY products. Data analysis was conducted utilizing Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS to evaluate the measurement and structural models. The findings demonstrate that electronic word of mouth and Content marketing exert a positive and substantial influence on Purchase Decisions. All constructs met the validity and reliability standards, as determined by convergent validity, discriminant validity, and composite reliability, while bootstrapping results confirmed the significance of inter-variable relationships. The study's findings suggest that improving digital reputation via consumer reviews and providing innovative marketing content are critical factors affecting purchasing decisions. This implies that FFY must sustain outstanding digital engagement to uphold consumer trust and boost sales conversions in the fiercely competitive skincare sector.]]>
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