PENGARUH CONTENT MARKETING, ONLINE CUSTOMER REVIEW DAN HARGA TERHADAP KEPUTUSAN PEMBELIAN TIKTOK SHOP DI SURABAYA

Aisha Aulia  Putri; Heru  Suprihhadi

Aisha Aulia Putri Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya
Heru Suprihhadi Sekolah Tinggi Ilmu Ekonomi Indonesia (STIESIA) Surabaya

Keywords: content marketing, online customer review, price, and purchasing decision

Abstract

This research aims to determine, analyze, and examine the effect content marketing, online customer review, and price on purchasing decisions of TikTok shops in Surabaya. Furthermore, the population consists of regular users of the TikTok shops in Surabaya. The data collection technique used a purposive sampling, in which the sample was based on the criteria given. In line with that, there were 98 respondents in the sample. The data analysis technique used an instrument test with validity and reliability tests, a classical assumption test, and multiple linear regression with SPSS (Statistical Product and Service Solution) 29 Versions. Moreover, the result concludes that content marketing has a positive and significant effect on the purchasing decisions of TikTok shops in Surabaya. Likewise, online customer review has a positive and significant effect on the purchasing decisions of TikTok shops in Surabaya. Similarly, price has a positive and significant effect on the purchasing decisions of TikTok shops in Surabaya.