<![CDATA[This study aims to analyze the influence of Online Customer Reviews, Content Marketing, and TikTok Micro Influencers on Purchase Intention toward Sambel Bang Jaya in Depok City. A quantitative approach was employed using a purposive sampling technique involving 140 respondents who had viewed Sambel Bang Jaya's online reviews on Google Maps and TikTok, as well as its content marketing and TikTok micro influencer content. Data were collected through a Likert-scale questionnaire and analyzed using SPSS version 31. The results indicate that Online Customer Reviews have no significant effect on Purchase Intention (t = 1.415; p = 0.159). In contrast, Content Marketing (t = 6.027; p < 0.001) and TikTok Micro Influencers (t = 3.614; p < 0.001) have a positive and significant effect on Purchase Intention. Simultaneously, all three variables significantly influence Purchase Intention (F = 99.404; p < 0.001). The Adjusted R² value of 0.680 indicates that 68% of the variation in Purchase Intention can be explained by these three variables, while the remaining 32% is influenced by other factors outside the scope of this study.]]>
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