Pengaruh Content Marketing, Electronic Word Of Mouth, Dan Persepsi Harga Terhadap Keputusan Pembelian Barang Melalui Online Shop Shopee: Studi Pada Akun Shopee 88stuffs

Putri Iyliana Natasha; Sukaris Sukaris

doi:10.30640/digital.v3i1.2238

Authors

Putri Iyliana Natasha Universitas Muhammadiyah Gresik
Sukaris Sukaris Universitas Muhammadiyah Gresik

DOI:

https://doi.org/10.30640/digital.v3i1.2238

Keywords:

Content Marketing, Electronic Word of Mouth (e-WOM), E-commerce, Online Shop

Abstract

The rise of online sales encourages businesses to provide good, quality, and diverse online services. This is done to meet the expectations of consumers who are looking for ease in finding products, appropriate prices, and quality of service. In 2019, Ashoer stated that more and more businesses are trying to provide a positive online shopping experience. According to an e-commerce survey, Shopee was ranked as the top online shopper in Indonesia based on ratings in the Appstore and Playstore. Tokopedia and Lazada are also ranked highly. This research was conducted using a quantitative method, providing a description of the object under study using data or samples that have been collected as they are, without the need for thorough analysis and the creation of generalised results. The purpose of writing Investigate the extent to which the marketing content presented by 88stuffs can influence consumer views and purchasing decisions on the Shopee platform. The results involving 320 respondents show that the majority of 88stuffs consumers are women aged 15-25 years, the majority of whom come from Gresik city. Analysis of variables such as Content Marketing, Electronic Word of Mouth, Price Perception, and Purchase Decision shows that 88stuffs' business and marketing strategies are effective in influencing consumer preferences.

References

Akbar, M. J. C., & Sunarti. (2018). Pengaruh Electronic Word of Mouth Terhadap Keputusan Pembelian (Survei pada Konsumen Restoran Sushi Tei Kelapa Gading). Jurnal Administrasi Bisnis (JAB), 60(3), 45–51.

Ashoer, M. (2019). Pengaruh E-Service Quality Terhadap E-Satisfaction Pada Pelanggan Situs Toko Online Brodo. JBMI (Jurnal Bisnis, Manajemen, dan Informatika), 15(3), 238–251.

Aziz Sholeh, Abdul et. Al. 2024. Kompensasi Terhadap Motivasi Kerja Karyawan pada PT. Insolent Raya di Surabaya, Journal Of Management and Creative Business Vol. 2 No. 1 Januari 2024, Halaman : 82 - 96

Bening,B. & Kurniawati, L.(2019). The Influence of Content Marketing toward the Customer Engagement of Tokopedia Users in Yogyakarta. In D. S. Setiana,A. Setiawan,D. Supriadi, K. H. Najib, T. Ardhian, N. A. Handoyono, I. Widyastuti, &L. Tiasari (Eds.), International Conference on Technology, Education and Science (pp. 138–148). Yogyakarta.COREMetadata, citation and similar papers at core.ac.ukProvided by Journal Universitas Sarjanawiyata Tamansiswa (UST)

Dewi, N. P. A., Fajariah, F., & Suardana, I. M. (2023). Pengaruh Content Marketing dan Electronic of Mouth pada Platform TikTok terhadap Keputusan Pembelian di Shopee. Kompeten: Jurnal Ilmiah Ekonomi dan Bisnis, 1(4), 178–190.

Hayu, R. S. (2019). Smart Digital Content Marketing, Strategi Membidik Konsumen Millennial Indonesia. JMK (Jurnal Manajemen Dan Kewirausahaan).

Iisnawati, I., Rosa, A., & Yunita, D. (2021). Penerapan Strategi Harga Digital (E-Price) dan E-Wallet pada Usaha dengan Platform Digital. Sricommerce: Journal of Sriwijaya Community Services, 2(1), 53-58.

Mahardini, S., Singal, V. G., & Hidayat, M. (2022). Pengaruh Content Marketing Dan Influencer Marketing Terhadap Keputusan Pembelian Pada Pengguna Aplikasi Tik-Tok Di Wilayah Dki Jakarta. Ikraith-Ekonomika, 6(1), 180–187.

Mavilinda, H., Nazaruddin, A., Nofiawaty, N., Siregar, L., Andriana, I., & Thamrin, K. (2021). Menjadi “UMKM Unggul” Melalui Optimalisasi Strategi Pemasaran Digital dalam Menghadapi Tantangan Bisnis di Era New Normal. Sricommerce: Journal of Sriwijaya Community Services, 2(1), 17-28.

Michael Chandrawijaya, A. A. (Maret 2022). Pengaruh EWOM dan Content Marketing Intagram Reels terhadap Keputusan Pembelian pada Shopee Indonesia . Journal of Accounting and Business Studies, Vol. 07, No. 01, Hal. 1-14.

Muhamad Juliatrin Chairul Akbar, S. ( Juli 2018). Pengaruh Elekctronic Word of Mouth terhadap Keputusan Pembelian (Survri pada KOnsumen Restoran Sushi Tei Kelapa Gading). Jurnal Administrasi Bisnis (JAB), Vol. 60 No. 3.

Ni Putu Aprilia Dewi, F. F. ( Januari 2023). Pengaruh Content Marketing dan Electronic Word of Mouth pada Platfrom TikTok terhadap Keputusan Pembelian di Shopee. Jurnal Ilmiah Ekonomi dan Bisnis, Vol. 1 No. 4 178-190.

Pandu Widodo, Hesti et. al. 2024. Dampak Pelatihan, Motivasi dan Lingkungan Kerja pada Kinerja Karyawan PT. KAI (Persero) di Stasiun Surabaya Pasar Turi, Page 66 - 81

Prastyo, K., & Suryadi, N. (2018). Pengaruh Electronic Word-Of-Mouth Di Media Sosial Twitter Terhadap Minat Beli Konsumen Pada Restoran Cepat Saji Hoka Hoka 71 Bento. Ilmiah Mahasiswa FEB, 2, 1–10.

Pura, M. P., & Madiawati, P. N. (2021). Pengaruh Promotion Mix Dan Gaya Hidup Terhadap Keputusan Pembelian Di Shopee Dengan Perilaku Konsumen Sebagai Variabel Intervening. JEMMA (Journal of Economic, Management and Accounting), 4(2), 204.

Putri Hendriyani, M. E. S. (2020). Pengaruh Brand Image, Persepsi Harga, Dan Electronic Word Of Mouth Kepada Keputusan Pembelian Produk Mad For Makeup Di Bandung. Jurnal Ilmiah Manajemen Bisnis Dan Inovasi, 7(3), 354–367.

Setyarko, Y. (2016). Analisis Persepsi Harga, Promosi, Kualitas Pelayanan, dan Kemudahan Penggunaan Terhadap Keputusan Pembelian Produk Secara Online. Ekonomika dan Manajemen, ISSN: 2252-6226, 5(2), 128–147.

Shalsabilah, N. A., & Firmansyah, F. (2023). The Influence of Content Marketing and Product Knowledge on Generation Z Purchase Intention in Using Bank Syariah Indonesia services. Ecogen Journal, 6(3), 317–328.