ANALISIS KUANTITATIF DIGITAL CONTENT MARKETING DAN ONLINE REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE(Survei Pada Pengguna Aktif Marketplace Shopee di Tasikmalaya)

Rafi Alfiansah Amir; Depy Muhamad  Pauzy; Ghaling Achmad  Abdul Ghonisyah

Vol. 24 No. 12 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495

Articles

ANALISIS KUANTITATIF DIGITAL CONTENT MARKETING DAN ONLINE REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE(Survei Pada Pengguna Aktif Marketplace Shopee di Tasikmalaya)

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Rafi Alfiansah Amir,
Dr. Depy Muhamad Pauzy, M.M.,
Ghaling Achmad Abdul Ghonisyah, M.M.

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Rafi Alfiansah Amir
Universitas Perjuangan Tasikmalaya

Published 2025-11-04

Keywords

Digital Content Marketing, Online Reviews, Purchasing Decisions, Shopee Marketplace, Tasikmalaya

How to Cite

ANALISIS KUANTITATIF DIGITAL CONTENT MARKETING DAN ONLINE REVIEW TERHADAP KEPUTUSAN PEMBELIAN PADA MARKETPLACE SHOPEE(Survei Pada Pengguna Aktif Marketplace Shopee di Tasikmalaya). (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 24(12), 251-260. https://cibjournal.com/index.php/musytari/article/view/1085

Abstract

This study aims to analyze the influence of Digital Content Marketing (DCM) and Online Review on Purchasing Decision on active users of Shopee marketplace in Tasikmalaya. The development of digital technology and high internet penetration in Tasikmalaya encourage the growth of e-commerce, with Shopee as one of the dominant platforms. DCM and Online Review are considered key factors influencing consumer behavior in making purchasing decisions. The research method used is quantitative with a causality approach. Data were collected through an online questionnaire distributed to 100 active Shopee user respondents in Tasikmalaya, selected using a purposive sampling technique. Data analysis was carried out using multiple linear regression, validity tests, reliability tests, and classical assumption tests (normality, multicollinearity, heteroscedasticity, and autocorrelation) with the help of SPSS software version 26. The results of this study indicate that Digital Content Marketing and Online Reviews simultaneously have a significant effect on purchasing decisions on the Shopee marketplace. Digital Content Marketing has a positive and significant partial effect on purchasing decisions on the Shopee marketplace. Online Reviews also have a positive and significant effect on purchasing decisions on the Shopee marketplace. The implications of this study emphasize the importance of optimizing DCM strategies and Online Review management for business actors on Shopee. For academics, these findings enrich the digital marketing literature with the local context of Tasikmalaya.

Keywords: Digital Content Marketing, Online Reviews, Purchasing Decisions, Shopee Marketplace, Tasikmalaya.

Abstrak

Penelitian ini bertujuan untuk menganalisis pengaruh Digital Content Marketing (DCM) dan Online Review terhadap Keputusan Pembelian pada pengguna aktif marketplace Shopee di Tasikmalaya. Perkembangan teknologi digital dan tingginya penetrasi internet di Tasikmalaya mendorong pertumbuhan e-commerce, dengan Shopee sebagai salah satu platform dominan. DCM dan Online Review dianggap sebagai faktor kunci yang memengaruhi perilaku konsumen dalam mengambil keputusan pembelian. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan kausalitas. Data dikumpulkan melalui kuesioner online yang disebarkan kepada 100 responden pengguna aktif Shopee di Tasikmalaya, dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan regresi linier berganda, uji validitas, reliabilitas, serta uji asumsi klasik (normalitas, multikolinearitas, heteroskedastisitas, dan autokorelasi) dengan bantuan software SPSS versi 26. Hasil penelitian ini menunjukkan bahwa Digital Content Marketing dan Online Review secara simultan berpengaruh signifikan terhadap keputusan pembelian pada marketplace Shopee. Digital Content Marketing berpengaruh positif dan siginifikan secara parsial terhadap keputusan pembelian pada marketplace Shopee. Online Review juga berpengaruh positif dan signifikan terhadap keputusan pembelian pada marketplace Shopee. Implikasi penelitian ini menekankan pentingnya optimasi strategi DCM serta manajemen Online Review bagi pelaku bisnis di Shopee. Bagi akademisi, temuan ini memperkaya literatur pemasaran digital dengan konteks lokal Tasikmalaya.

Kata Kunci: Digital Content Marketing, Online Review, Keputusan Pembelian, Marketplace Shopee, Tasikmalaya.

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