The Influence of Content Marketing, Brand Image and Online Consumer Review on Purchasing Decisions at The Tiktok Shop
Pengaruh Content Marketing, Citra Merek dan Online Consumer Review Terhadap Keputusan Pembelian pada Tiktok Shop
DOI:
https://doi.org/10.21070/ups.3925Keywords:
Content Marketing, Brand Image, Online Consumer ReviewAbstract
This research aims to identify and analyze the influence of Content Marketing, Brand Image, and Online Consumer Reviews on consumer purchasing decisions on Tiktok Shop. The study enployed a quantitative approach with a sample of 96 respondents, selected through purposive sampling. The findings indicate that Content Marketing has a positive impact on purchasing decisions on Tiktok Shop, Brand Image positively influences purchasing decisions on Tiktok Shop, and Online Consumer Reviews positively affect purchasing decisions on Tiktok Shop. Additionally, when considered together, Content Marketing, Brand Image, and Online Consumer Reviewa collectively have a positive impact on purchasing decisions on Tiktok Shop.
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