CONTENT MARKETING, BRAND AWARENESS, AND ONLINE CUSTOMER REVIEW ON HOUSEWIVES’ PURCHASE INTENTION ON SHOPEE

Riyadini, Nikita Gabby (2022) CONTENT MARKETING, BRAND AWARENESS, AND ONLINE CUSTOMER REVIEW ON HOUSEWIVES’ PURCHASE INTENTION ON SHOPEE. Interdisciplinary Social Studies by International Journal Labs, 1 (6). pp. 1-9. ISSN 2808 - 5051

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Abstract

Background:This study aims to determine the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intentions in Housewives (IRT) in Shopee E-Commerce. Aim:The purpose of this study is to find out the influence of Content Marketing, Brand Awareness, and Online Customer reviews on Purchase Intention in Housewives (IRT). Method:This study used a sample of 107 respondents, the type of data used primary and secondary using multiple linear regression analysis methods using the SPSS 20 program. Findings:The results showed that content marketing variables have a positive and significant effect on Purchase Intention, Brand Awareness has a positive and significant effect on Purchase Intention and Online Customer Review has a positive and significant effect on Purchase Intention.

Item Type:	Article
Uncontrolled Keywords:	CONTENT MARKETING, BRAND AWARENESS, ONLINE CUSTOMER REVIEW, PURCHASE INTENTION
Subjects:	Economic And Business Economic And Business > Management
Divisions:	Faculty of Economic and Business > Management Study Program
Depositing User:	Nikita Gabby Riyadini
Date Deposited:	30 May 2022 12:10
Last Modified:	30 May 2022 12:10
URI:	http://eprints.umg.ac.id/id/eprint/5817

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