Pengaruh Content Marketing, Online Consumer Review, dan Online Convenience Terhadap Keputusan Pembelian Online pada Tiket.com
DOI:
https://doi.org/10.37278/eprofit.v7i1.992Keywords:
Content Marketing, Online Consumer Review, Online Convenience, Keputusan PembelianAbstract
Tujuan dari penelitian ini adalah untuk menguji bagaimana fitur-fitur aplikasi tiket.com seperti pemasaran konten, ulasan pelanggan online, dan kemudahan online memengaruhi kecenderungan pengguna untuk melakukan pembelian online. Ada pendekatan kuantitatif untuk topik ini. Sebanyak 120 partisipan dipilih menggunakan metode purposive sampling. Temuan dari pengujian hipotesis penelitian ini menggunakan uji-t dan analisis regresi linier berganda menunjukkan bahwa: (1) Content marketing berpengaruh positif dan signifikan terhadap keputusan pembelian online pada aplikasi tiket.com, (2) Online Consumer review berpengaruh positif dan signifikan terhadap keputusan pembelian online pada aplikasi tiket.com, (3) Online Convenience berpengaruh positif dan signifikan terhadap keputusan pembelian online pada aplikasi tiket.com.
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