The Role of Content Marketing, Electronic Word of Mouth (eWOM) and Online Customer Reviews on Purchase Interest of Wardah Glasting Liquid Lip Products in Sidoarjo
Peran Content Marketing, Electronic Word of Mouth (e-WOM) dan Online Customer Review terhadap Minat Beli Produk Wardah Glasting Liquid Lip di Sidoarjo
DOI:
https://doi.org/10.21070/ups.10784Keywords:
Content Marketing, Electronic Word of Mouth (e-WOM), Online Consumer Review, purchase interestAbstract
This study focuses on Content Marketing, Electronic Word of Mouth (WOM), Online Customer Review on Purchase Intention. The problem taken in this study is the introduction of problems that refer to the ability of consumers to decide to buy a product as a source of information and a point of comparison of products that can lead to changes in attitudes and behavior of consumers who have limited knowledge of the product. This research method uses a quantitative approach with a population of Sidoarjo residents who have purchased Wardah Glasting Liquid Lip products at least once and more than 18 years. The sampling technique uses non-probability sampling with a purposive sampling approach and the number of respondents is 100. The method of data collection through distributing questionnaires and answers is measured using a Likert scale. The data analysis technique used for this study uses PLS-SEM statistical analysis using SmartPLS 3.0 software.
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