Satria, Alcino Bintang (2026) PENGARUH ONLINE CUSTOMER REVIEW DAN CONTENT MARKETING TERHADAP KEPUTUSAN PEMBELIAN PRODUK PARFUM EVANGELINE DI SHOPEE. Undergraduate thesis, UPN VETERAN JAWA TIMUR.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (Cover)
22012010144-cover.pdf Download (343kB) |
|
Text (BAB 1)
22012010144-bab1.pdf Download (285kB) |
|
Text (BAB 2)
22012010144-bab2.pdf Restricted to Repository staff only until 22 October 2029. Download (144kB) |
|
Text (BAB 3)
22012010144-bab3.pdf Restricted to Repository staff only until 22 October 2029. Download (195kB) |
|
Text (BAB 4)
22012010144-bab4.pdf Restricted to Repository staff only until 22 October 2029. Download (206kB) |
|
Text (BAB 5)
22012010144-bab5.pdf Download (9kB) |
|
Text (Daftar Pustaka)
22012010144-daftarpustaka.pdf Download (74kB) |
|
Text (Lampiran)
22012010144-lampiran.pdf Restricted to Repository staff only until 22 October 2029. Download (335kB) |
Abstract
The growth of e-commerce and the personal care industry in Indonesia has intensified competition among local perfume brands on digital platforms such as Shopee. Despite the rapid expansion of the perfume market, the Evangeline perfume brand has experienced a continuous decline in market share, driven by the emergence of negative consumer reviews and misaligned promotional strategies. Consequently, this study aims to examine and analyze the impact of online customer reviews and content marketing on purchasing decisions for Evangeline perfume products on Shopee. This quantitative study employs a purposive sampling technique, with a sample size of 120 respondents who are consumers of Evangeline perfume on the Shopee platform. Data were collected via questionnaires and analyzed using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method, facilitated by SmartPLS software. The hypothesis testing results indicate that online customer reviews have a positive and significant impact on purchasing decisions for Evangeline perfume products on Shopee. Furthermore, content marketing is also shown to have a positive and significant influence on driving consumer purchasing decisions for these products.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Economic and Business > Departement of Management | ||||||||
| Depositing User: | Alcino Bintang Satria | ||||||||
| Date Deposited: | 22 Oct 2026 03:50 | ||||||||
| Last Modified: | 22 Oct 2026 03:54 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/61083 |
Actions (login required)
 |
View Item |