Asmoro, Gading Puspo (2026) Pengaruh Content Marketing, Online Costumer Review, Adventure Influencer terhadap Purchase Intention Eiger di Marketplace Shopee. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of content marketing (X1), online customer reviews (X2) and adventure influencers (X3) on consumers' purchase intention for Eiger products on the Shopee marketplace, both partially and simultaneously. The background of this research is driven by the intense competition in Indonesia's outdoor equipment market and the shifting consumer behavior toward digital transactions. This study employs a quantitative approach with an associative research design. Using a purposive sampling technique, the research involves 100 respondents who are followers of the Eiger Adventure Official Store on Shopee. Data were collected using Likert-scale questionnaires and analyzed through multiple linear regression using SPSS software. The findings indicate that content marketing (X1) is the most significant factor influencing consumer purchase intention. Furthermore, the integration of innovative content strategies, the reliability of online customer reviews, and the impact of adventure influencers collectively enhance purchase intention. These results are expected to provide strategic insights for PT Eigerindo Multi Produk Industri in optimizing digital marketing approaches to maintain market leadership. Theoretically, the findings of this study contribute to the advancement of literature concerning consumer behavior and digital marketing science. Keywords: Content Marketing, Online Customer Review, Adventure Influencer, Purchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Gading Puspo Asmoro | ||||||||
| Date Deposited: | 17 Jul 2026 04:36 | ||||||||
| Last Modified: | 17 Jul 2026 06:51 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/55687 |
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