Analysis of Brand Image, Content Marketing, and Shopping Lifestyle on Purchasing Decisions on the Shopee Marketplace
Analisis Brand Image, Content Marketing, dan Shopping Lifestyle Terhadap Keputusan Pembelian pada Marketplace Shopee
DOI:
https://doi.org/10.21070/ups.6878Keywords:
Brand Image, Content Marketing, Shopping Lifestyle, Purchasing DecisionsAbstract
Current developments in information technology have given rise to innovations in shopping such as the current development of online shopping, especially e-commerce. The aim of this research is to determine the influence of brand image, content marketing, and shopping lifestyle on purchasing decisions on the Shopee marketplace. This research uses a quantitative research methodology with the sample used in this research being purposive sampling and there are 96 total participants which the researcher rounded up to 100 respondents in the sample. People who have purchased on the Shopee marketplace are the respondents. Primary data collected through questionnaire instruments is used and the smartPLS 3.0 application is used for data processing. The results of this research show that brand image, content marketing and shopping lifestyle variables all influence consumer purchasing decisions in the Shopee marketplace.
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