Pengaruh Content Marketing, Kualitas Produk, dan Online Customer Review Terhadap Keputusan Pembelian Cushion Skintific

This study aims to analyze the influence of content marketing, product quality, and online customer reviews on purchasing decisions for skintific cushions. The sample in this study were users of skintific cushions in the last 1 month. Data collection techniques used questionnaires. The sampling technique used non-probability sampling with purposive sampling method. Data analysis used validity tests, reliability tests, classical assumption tests, hypothesis tests, and multiple linear analysis. Data processing tools used SPSS for windows version 22, the results of this study indicate that: all variables are valid and reliable, there is no multicollinearity, there is no heteroscedasticity, and the model meets the assumption of normality. (1) content marketing has a significant effect on purchasing decisions, (2) product quality has a significant effect on purchasing decisions, and (3) online customer reviews do not have a significant effect on purchasing decisions.

Keywords: content marketing, product quality, online customer review, and purchasing decisions.