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- Title
PURCHASE DECISION IN TERMS OF CONTENT MARKETING AND E-WOM ON SOCIAL MEDIA.
- Authors
Santy, Raeni Dwi; Andriani, Reggina
- Abstract
This study examined how Generation Z consumers decide whether or not to buy skincare products based on Marketing Content and Electronic Word-of-Mouth (e-WOM) on Instagram. The study was conducted quantitatively, employing descriptive and verification research techniques. The study employed analytical techniques such as multiple linear regression analysis to discover that, while e-WOM had no influence on purchase decisions, marketing content had a moderate influence. However, a simultaneous examination of marketing content and electronic word-of-mouth revealed a significant influence on purchasing decisions. As a result, when viewing skincare products online, potential customers' perceptions of content marketing and e-WOM would influence their decision-making process, potentially leading to a purchase decision.
- Subjects
SOCIAL media in marketing; GENERATION Z consumers; SKIN care products; MULTIPLE regression analysis; WORD of mouth advertising; CONTENT marketing; INTERNET marketing
- Publication
Journal of Eastern European & Central Asian Research, 2023, Vol 10, Issue 6, p921
- ISSN
2328-8272
- Publication type
Article
- DOI
10.15549/jeecar.v10i6.1502