Pengaruh Content Marketing dan Online Customer Review terhadap Keputusan Pembelian Produk Kecantikan pada Followers Akun Instagram @Sociolla. (The Influence of Content Marketing and Online Customer Reviews on Beauty Product Purchasing Decisions among Followers of the @Sociolla Instagram Account).

Sari, Dina Merlinda (2023) Pengaruh Content Marketing dan Online Customer Review terhadap Keputusan Pembelian Produk Kecantikan pada Followers Akun Instagram @Sociolla. (The Influence of Content Marketing and Online Customer Reviews on Beauty Product Purchasing Decisions among Followers of the @Sociolla Instagram Account). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

The development of technology is getting more sophisticated in the current era of globalization. Because of its many advantages, this technology generates significant income for many people. In the past, purchases could only be made directly at stores, but now we no longer need to leave the house. Ten e-commerce websites, according to iPrice (2021), receive the most website and social media visitors. Chrisanti Indiana, Christopher Madiam, and John Rasjid founded e-commerce startup Sociolla in 2014. The company operates through a website. After experiencing a sharp decline in the second and third quarters of 2020, monthly visits to the Sociolla Indonesia website increased to around 3.1 million in the fourth quarter of that year. Data from Social Bella Indonesia shows an increase in spending in the East Java region by 23 percent from 2019 to 2021, indicating that this organization always pays attention to the beauty needs of beauty enthusiasts in Indonesia. The purpose of this study is to examine the effect of Content Marketing on purchasing decisions for beauty products on followers of the @Sociolla Instagram account, the effect of Online Customer Review on purchasing decisions for beauty products on followers of the @Sociolla Instagram account, and the effect of Content Marketing and Online Customer Review on purchasing decisions for beauty products on followers of the @Sociolla Instagram account. This type of research in this study is research that uses quantitative research methods, where this approach the research results are presented in descriptive form using statistical numbers. The results showed that content marketing has a positive and significant effect on purchasing decisions for beauty products on Sociolla Instagram account followers, then for purchasing decisions for beauty products by Sociolla Instagram followers are not affected by online customer reviews. Keywords: content marketing, online customer reviews, followers

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