Pengaruh Content Marketing dan Online Costumer Review terhadap Keputusan Pembelian melalui Minat Beli sebagai Variabel Intervening
DOI:
https://doi.org/10.61132/jumbidter.v3i3.1639Keywords:
Content Marketing, Online Customer Review, Purchase Intention, Purchase Decision, ShopeeAbstract
This study aims to analyze the influence of content marketing and online customer reviews on purchase decisions through purchase intention as an intervening variable among Shopee users who purchased Apple products in Semarang City. This research used a quantitative survey approach. The sample consisted of 100 respondents selected using purposive sampling. Data were collected through a Likert-scale questionnaire and analyzed using descriptive analysis, instrument testing, classical assumption testing, multiple linear regression, t-test, coefficient of determination, and Sobel test. The results show that content marketing has a positive and significant effect on purchase intention and purchase decision. Online customer review also has a positive and significant effect on purchase intention and purchase decision. However, purchase intention does not have a significant effect on purchase decision. The Sobel test further indicates that purchase intention does not significantly mediate the effect of content marketing on purchase decision or the effect of online customer review on purchase decision. These findings indicate that, in the context of Apple purchases on Shopee in Semarang, direct marketing content and customer reviews are more decisive than the indirect mechanism through purchase intention.
Downloads
References
Alvianti, D., Pangestuti, A. F., Umi, S., Riesmita, K., & Pratiwi, R. (2024). Pengaruh konten marketing di media sosial terhadap keputusan pembelian konsumen pada Shopee di Kota Semarang. 19, 70–78. https://doi.org/10.46975/tkdawx02
Andreanto, D., Maulana, M. R., & M. (2025). The impact of live streaming and influencer marketing on consumer purchase decisions on TikTok Shop. Manajemen Bisnis Syariah, 7, 99–114. https://doi.org/10.24090/mabsya.v7i1.13696
Ardiyansyah, M. R., Kusumawati, D. A., & Hastuti, E. S. (2025). Pengaruh content marketing terhadap keputusan pembelian melalui minat beli sebagai intervening di aplikasi TikTok pada mahasiswa di Kota Semarang. ECo-Buss, 8(1). https://doi.org/10.32877/eb.v8i1.2417
Batubara, M., & Phannata, A. (2025). The influence of live streaming, content marketing, and reviews on purchasing decisions at TikTok Shop in Medan (Case study of users in 2022–2023), 6(2), 1471–1485.
Faizah, M. (2024). Pengaruh live streaming dan online customer review terhadap keputusan pembelian produk dengan minat beli sebagai variabel intervening (Studi pada mahasiswa magister 2022/2023 pengguna Shopee di Pascasarjana UIN Mataram) Skripsi, Universitas Islam Negeri Mataram.
Harini, C., Wulan, H. S., & Agustina, F. (2022). Upaya meningkatkan volume penjualan menggunakan digital marketing pada UMKM Kota Semarang. Jurnal Manajemen Dayasaing, 23(2), 90–96. https://doi.org/10.23917/dayasaing.v23i2.16860
Hasiholan, L. B., & Amboningtyas, D. (2021). Model pemasaran digital marketing dalam meningkatkan volume penjualan pada UMKM Kota Semarang. Jurnal Sains Sosio Humaniora, 5(1), 45–48. https://doi.org/10.22437/jssh.v5i1.13142
Jalantina, D. I. K., & Minarsih, M. M. (2021). Meningkatnya repeat purchase dengan content marketing dan brand performance melalui customer engagement pada konsumen produk fashion merek Uniqlo. Ekonomi, Keuangan, Investasi dan Syariah (EKUITAS), 3(2), 251–262. https://doi.org/10.47065/ekuitas.v3i2.1160
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. MIT Press.
Nasta'in, A. F., Samad, A., & Sujatmiko. (2024). Pengaruh content marketing dan sosial media terhadap minat beli ulang melalui keputusan pembelian pada Bekind.id penjualan produk. [Nama jurnal tidak tercantum], 7, 38–52. https://doi.org/10.56858/jmpkn.v7i1.211
Novianti, & Saputra, A. (2023). Pengaruh kualitas produk, minat beli dan perilaku konsumen terhadap keputusan pembelian di Minimarket Victoria Tiban. ECo-Buss, 6, 66–78. https://doi.org/10.32877/eb.v6i1.656
Numat, M., Lukitaningsih, A., & Hutami, L. T. H. (2022). Pengaruh minat beli terhadap keputusan pembelian menggunakan Genusian Card. Seminar Nasional Ekonomi dan Akuntansi, 1(1), 8–11. http://prosiding.senakota.nusaputra.ac.id/index.php/prosiding/article/view/81
Rahmadi. (2011). Pengantar metodologi penelitian. Antasari Press. https://idr.uin-antasari.ac.id/10670/1/Pengantar%20Metodologi%20Penelitian.pdf
Ramadhan, I., Fazri, A., & Roza, S. (2024). Pengaruh live streaming dan diskon terhadap minat beli konsumen Shopee pada mahasiswa Universitas Jambi. [Nama jurnal tidak tercantum], 3(2). https://doi.org/10.30640/inisiatif.v3i2.2291
Retnosari, M., & Nadlifatin, R. (2024). The effect of purchase intention on TikTok e-commerce live streaming: Generation Z perspective with customer engagement. Lifescifi, 696(5), 211–224.
Rimanto, D. (2025). Pengaruh live streaming dan content marketing terhadap keputusan pembelian di TikTok Shop (Studi kasus pada Generasi Z), 2024, 608–616.
Sapril, Wonua, A. R., & Kurniadi, H. (2025). Pengaruh content marketing dan kualitas produk terhadap minat beli ulang di TikTok Shop di Kabupaten Kolaka. Journal of Innovative and Creativity, 5(3), 29840–29849. https://joecy.org/index.php/joecy/article/view/4352
Simarmata, L. W., Sari, A., & Hakim, L. (2025). Pengaruh live streaming dan content marketing terhadap keputusan pembelian produk di aplikasi TikTok Shop (Studi kasus mahasiswa IIB Darmajaya). 93–100.
Sudarso, E., & Putranto, G. (2025). Analisis pengaruh live streaming dan konten marketing terhadap keputusan. Jurnal Teknik Mesin dan Manajemen, 11(2), 160–178. https://doi.org/10.26737/jtmb.v11i2.7942
Untari, D. T. (2020). Modul praktek pengolahan data penelitian dengan SPSS untuk skripsi mahasiswa.
Utami, D. F. T., & Ahmadi, M. A. (2024). Pengaruh fitur live streaming dan content marketing terhadap keputusan pembelian konsumen pada TikTok Shop. Idarah: Jurnal Manajemen Pemasaran, 1(2), 51–58. https://doi.org/10.70283/idarah.v1i2.37
Zahro, N. F. (2024). Pengaruh live streaming, content marketing, dan discount terhadap keputusan pembelian dengan minat beli sebagai variabel mediasi produk Wardah di Kota Malang (Studi kasus Wardah Official Shop di Shopee) [Skripsi].
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Jurnal Manajemen Bisnis Digital Terkini
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
