Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions
This research analyzes the influence of content marketing, live streaming, and online customer reviews on purchasing decisions for Shopee fashion products. This type of research is explanatory research with a quantitative approach. The population in this research is all consumers who have purchased...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
PPPM Sekolah Tinggi Ilmu Ekonomi (STIE) Syariah Bengkalis
2023-12-01
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| Series: | Iqtishaduna: Jurnal Ilmiah Ekonomi Kita |
| Subjects: | |
| Online Access: | https://ejournal.stiesyariahbengkalis.ac.id/index.php/iqtishaduna/article/view/1572 |
| _version_ | 1797386189793132544 |
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| author | Agam Misbakhudin Nurul Komaryatin |
| author_facet | Agam Misbakhudin Nurul Komaryatin |
| author_sort | Agam Misbakhudin |
| collection | DOAJ |
| description | This research analyzes the influence of content marketing, live streaming, and online customer reviews on purchasing decisions for Shopee fashion products. This type of research is explanatory research with a quantitative approach. The population in this research is all consumers who have purchased fashion products at Shopee in the Jepara area. The data source used is primary data from distributed questionnaires. Samples were taken using the simple random sampling method with Lameshow measurements, obtaining a sample of 100 people. The data analysis technique used in this research is multiple linear regression analysis using SPSS version 23 statistical tools. The research results show that content marketing positively influences fashion product purchasing decisions. Live streaming positively influences fashion product purchasing decisions. Online customer reviews positively influence fashion product purchasing decisions. This research can provide in-depth insight into the factors influencing consumer purchasing decisions on the Shopee platform, especially fashion products. These findings can be an essential reference for business people, marketers, and researchers to develop more effective marketing strategies in the e-commerce context. |
| first_indexed | 2024-03-08T22:05:26Z |
| format | Article |
| id | doaj.art-98c009d3747145b8bbcca2bc4ac80929 |
| institution | Directory Open Access Journal |
| issn | 2303-3568 2684-8228 |
| language | English |
| last_indexed | 2024-03-08T22:05:26Z |
| publishDate | 2023-12-01 |
| publisher | PPPM Sekolah Tinggi Ilmu Ekonomi (STIE) Syariah Bengkalis |
| record_format | Article |
| series | Iqtishaduna: Jurnal Ilmiah Ekonomi Kita |
| spelling | doaj.art-98c009d3747145b8bbcca2bc4ac809292023-12-19T10:28:30ZengPPPM Sekolah Tinggi Ilmu Ekonomi (STIE) Syariah BengkalisIqtishaduna: Jurnal Ilmiah Ekonomi Kita2303-35682684-82282023-12-0112229330710.46367/iqtishaduna.v12i2.15721572Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase DecisionsAgam Misbakhudin0Nurul Komaryatin1Universitas Islam Nahdlatul Ulama (UNISNU) Jepara, Jawa Tengah, IndonesiaUniversitas Islam Nahdlatul Ulama (UNISNU) Jepara, Jawa Tengah, IndonesiaThis research analyzes the influence of content marketing, live streaming, and online customer reviews on purchasing decisions for Shopee fashion products. This type of research is explanatory research with a quantitative approach. The population in this research is all consumers who have purchased fashion products at Shopee in the Jepara area. The data source used is primary data from distributed questionnaires. Samples were taken using the simple random sampling method with Lameshow measurements, obtaining a sample of 100 people. The data analysis technique used in this research is multiple linear regression analysis using SPSS version 23 statistical tools. The research results show that content marketing positively influences fashion product purchasing decisions. Live streaming positively influences fashion product purchasing decisions. Online customer reviews positively influence fashion product purchasing decisions. This research can provide in-depth insight into the factors influencing consumer purchasing decisions on the Shopee platform, especially fashion products. These findings can be an essential reference for business people, marketers, and researchers to develop more effective marketing strategies in the e-commerce context.https://ejournal.stiesyariahbengkalis.ac.id/index.php/iqtishaduna/article/view/1572content marketinglive streamingonline customer reviewspurchasing decisions |
| spellingShingle | Agam Misbakhudin Nurul Komaryatin Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions Iqtishaduna: Jurnal Ilmiah Ekonomi Kita content marketing live streaming online customer reviews purchasing decisions |
| title | Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions |
| title_full | Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions |
| title_fullStr | Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions |
| title_full_unstemmed | Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions |
| title_short | Content Marketing, Live Streaming, And Online Customer Reviews On Fashion Product Purchase Decisions |
| title_sort | content marketing live streaming and online customer reviews on fashion product purchase decisions |
| topic | content marketing live streaming online customer reviews purchasing decisions |
| url | https://ejournal.stiesyariahbengkalis.ac.id/index.php/iqtishaduna/article/view/1572 |
| work_keys_str_mv | AT agammisbakhudin contentmarketinglivestreamingandonlinecustomerreviewsonfashionproductpurchasedecisions AT nurulkomaryatin contentmarketinglivestreamingandonlinecustomerreviewsonfashionproductpurchasedecisions |