The Influence of Content marketing, Customer Review And Live Marketing On Online Shopping Purchase Decisions In Surakarta City

Authors

  • fredianaika Istanti Universitas Negeri Semarang, Universitas Negeri Semarang, Universitas Negeri Semarang, Universitas Negeri Semarang

Keywords:

content marketing, customer review, live marketing, purchase decision

Abstract

The research aims to determine the influence of content marketing, customer reviews, and live marketing on purchasing online decisions in Surakarta. The sampling method in this research used a purposive sampling technique with a sample size of 100 respondents. Data collection uses a questionnaire. The analysis technique uses regression with the SPSS version 23 test tool. The research results show that content marketing positively and significantly affects purchasing decisions. Customer reviews have a positive and significant influence on purchase decisions. Live marketing has a positive and significant effect on purchase decisions. Together, content marketing, customer reviews and live marketing have a positive and significant influence on purchasing decisions.

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Published

2025-07-14

How to Cite

Istanti, fredianaika. (2025). The Influence of Content marketing, Customer Review And Live Marketing On Online Shopping Purchase Decisions In Surakarta City . INTERNATIONAL CONFERENCE OF ECONOMICS AND BUSINESS, 1(1). Retrieved from https://conference.upgris.ac.id/index.php/EconBiz/article/view/6521

Issue

Vol. 1 No. 1 (2024): INTERNATIONAL CONFERENCE ICON -ECOBIZ 1

Section

Articles