Pengaruh Content Marketing dan Online Customer Review terhadap Keputusan Pembelian (Studi Kasus pada Mata Hati Cafe Kota Kediri)

Estasia Putri Ragilita, Indah Listyani, Brahma Wahyu K

Abstract


This research was conducted at Mata Hati Cafe in Kediri City with the aim of testing the hypothesis regarding the effect of content marketing and online customer reviews on purchasing decisions at Mata Hati Cafe in Kediri City. This study uses a descriptive quantitative method with incidental sampling technique. The population of this study consists of all customers of Mata Hati Cafe in Kediri City, with an unknown number, and a sample of 100 respondents was obtained using the Lemeshow formula. The analysis was carried out using classical assumption tests, multiple linear regression analysis, t-test, F-test, and R² test. The results show that, partially, content marketing has a significant effect on purchasing decisions with a t-test significance value of 0.016 < 0.05, and online customer reviews have a t-test significance value of 0.001 < 0.05. Simultaneously, content marketing and online customer reviews have a significant effect on purchasing decisions with an F-test significance value of 0.001<0.05.


Keywords


Content Marketing, Online Customer Review, Purchasing Decision.

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