Pengaruh Content Marketing, Influencer Marketing, Customer Engagement terhadap Keputusan Pembelian Produk The Face Shop di Market Place Shopee

Ajrun Azhim Fawwas; Agus Sriyanto

doi:10.61132/manuhara.v3i4.2196

Authors

Ajrun Azhim Fawwas Universitas Budi Luhur
Agus Sriyanto Universitas Budi Luhur

DOI:

https://doi.org/10.61132/manuhara.v3i4.2196

Keywords:

Content Marketing, Customer Engagement, Influencer Marketing, Purchase decision, The Face Shop

Abstract

This research aims to determine the influence of Content Marketing, Influencer Marketing, and Customer Engagement on the Purchase Decisions of The Face Shop products on the Shopee marketplace. The study adopts a quantitative method with a simple random sampling technique, involving 113 respondents who are consumers of The Face Shop. Data were collected through structured questionnaires and analyzed using SmartPLS 4 and Microsoft Excel 2019 to test the research model. The results indicate that, simultaneously, Content Marketing, Influencer Marketing, and Customer Engagement significantly affect Purchase Decisions, suggesting that the combined effect of these digital marketing strategies plays a crucial role in shaping consumer behavior on e-commerce platforms. However, partial testing shows a more nuanced result: Content Marketing and Customer Engagement have significant positive effects on Purchase Decisions, whereas Influencer Marketing does not show a significant influence. Among the variables tested, Customer Engagement emerges as the most dominant factor, highlighting the importance of fostering strong interactions and long-term relationships between the brand and its customers. The research model is able to explain 59.9% of the variation in Purchase Decisions, with the remaining percentage likely influenced by other external factors such as brand image, price perception, or marketplace features. These findings provide practical implications for marketers, emphasizing the need to prioritize customer engagement strategies and high-quality content marketing in order to drive purchase decisions in highly competitive online marketplaces.

Downloads

Download data is not yet available.

References

Akbar, A. M., Magdalena, M., & Manajemen, S. T. E. I. P. K. (2023). Customer engagement dan brand trust terhadap keputusan. Jurnal Mirai Management, 326(1), 326–335.

Anggraini, F., & Ahmadi, M. A. (2024). Pengaruh influencer marketing terhadap keputusan pembelian produk kecantikan di kalangan Generasi Z: Literature review. Journal of Management and Creative Business, 3(1), 62–73. https://doi.org/10.30640/jmcbus.v3i1.3450

Aryawan, A. B., & Valdez, M. A. (2023). Customer engagement dalam membantu keputusan pembelian Spotless di Instagram @Madformakeup.co. Journal of Economics, Management, and Industry (JEMI), 6(4), 229–244. https://doi.org/10.36782/jemi.v6i3.2433

Chandradewi, P., Saefudin, N., & Author, C. (2024). Pengaruh content marketing, influencer marketing dan online customer review terhadap keputusan pembelian pada marketplace Shopee (studi kasus pada mahasiswa pengguna Shopee di Universitas Widyatama). Jurnal Ekonomi, Manajemen, Sistem Informasi (JEMSI), 5. https://doi.org/10.38035/jemsi.v5i6

Galih, A., Siwi, R., Ahmadi, A., & Author, C. (2025). Pengaruh brand image, content marketing, online customers review terhadap keputusan pembelian produk Somethinc Shopee. Jurnal Ekonomi, 6(1), 137–143. https://doi.org/10.60023/df9wry58

Geo, V. M. T., Andri, & Ira, M. A. (2022). Pengaruh kualitas produk dan harga terhadap keputusan pembelian mesin pompa air Submersible DAB Decker di CV. Citra Nauli Electricsindo Pekanbaru. Jurnal Kewirausahaan dan Manajemen, 1(4). https://doi.org/10.56127/jukim.v1i04.266

Herawati, A., Lestari, D. S., & Vernanda, T. H. (2023a). Pengaruh customer engagement dan electronic word of mouth (E-WOM). Jurnal Ilmu Administrasi Bisnis, 7(1).

Herawati, A., Lestari, D. S., & Vernanda, T. H. (2023b). Pengaruh customer engagement dan electronic word of mouth (E-WOM). Jurnal Ilmu Administrasi Bisnis, 7(1).

Kamila, E. R., Andini, A. I. X., & Azzahra, T. (2025). Transformasi digital dan pertumbuhan e-commerce: Dampak, peluang, dan tantangan di era modern. Jurnal Ilmiah Ekonomi dan Manajemen, 3(2), 141–145. https://doi.org/10.61722/jiem.v3i2.3810

Lestari, R., & Nainggolan, N. P. (2024). Pengaruh digital marketing, influencer marketing dan e-WOM terhadap keputusan pembelian Viva Cosmetic di Kota Bat. Economic Reviews Journal, 3(3). https://doi.org/10.56709/mrj.v3i3.374

Listyawati, L., Herawati, A., Lestari, D. S., & Vernanda, T. H. (2023). Pengaruh customer engagement dan electronic word of mouth (E-WOM). Jurnal Ilmu Administrasi Bisnis, 7(1). https://doi.org/10.25139/jiabi.v7i1.6563

Rahma, F. (2023). Pengaruh content marketing dan experiential marketing terhadap keputusan pembelian konsumen (studi kasus konsumen di Kecamatan Medan Tembung).

Rahmadani, D., Febriansah, R. E., Yulianto, M. R., & Pebrianggara, A. (2024). Pengaruh content marketing, celebrity endorsement, dan e-WOM terhadap keputusan pembelian produk di Shopee (studi pada mahasiswa Universitas Muhammadiyah Sidoarjo). Jurnal Darma Agung, 3, 77–91. https://doi.org/10.46930/ojsuda.v32i3.4402

Saputri, K. W., & Jumino. (2024). Efektivitas infografis sebagai media penyebaran informasi bidang perpustakaan pada akun Instagram @literatif.id. ANUVA, 8(1), 41–54.

Satria, E. (2023). Keputusan pembelian yang ditinjau dari pengaruh citra merek, persepsi harga, dan kualitas produk (studi kasus pada Toko Bangunan Berkah Desa Lempur Danau). https://doi.org/10.32939/dhb.v4i2.2429

Seran, R. B., Sundari, E., & Fadhila, M. (2023). Strategi pemasaran yang unik: Mengoptimalkan kreativitas dalam menarik perhatian konsumen. Jurnal Mirai Management, 8(1), 206–211.

Supriatna, A., Anugrah, T. G., & Universitas Singaperbangsa Karawang. (2022). Pengaruh content marketing terhadap keputusan pembelian pengguna ShopeePay pada masyarakat Kabupaten Karawang. Jurnal Ilmiah Wahana Pendidikan, 24(12), 78–85. https://doi.org/10.5281/zenodo.7460594

Syah, R., Auliana, L., & Rivani. (2024). Pengaruh content marketing terhadap customer engagement pada Instagram @Dearmebeauty (PT Garland Cantik Indonesia). Jurnal Lentera Bisnis, 13(2), 1095–1105. https://doi.org/10.34127/jrlab.v13i2.1132

Trihudiyatmanto, M. (2024). Pengaruh content marketing terhadap keputusan pembelian dengan e-WOM sebagai variabel intervening. JAMASY, 4. https://doi.org/10.32699/jamasy.v4i1.6809

Wahyu, J. A., Rawamangun, J., Timur, J., Jakarta, D., Info, A., & History, A. (2025). Jejak inovasi teknologi e-commerce di Indonesia: Perkembangan dan tantangan di era digital. Jurnal Ilmu Sains dan Teknologi, 1(1).

Wardah, F. (2023). Analisis pengaruh influencer terhadap minat beli konsumen pada perusahaan JavaMifi. SELMA, 2(3). https://journal.uii.ac.id/selma/index

Yasinta, L. K., & Nainggolan, R. (2023). Pengaruh influencer marketing terhadap keputusan pembelian Somethinc di Surabaya dimediasi oleh brand image. Performa: Jurnal Manajemen dan Start-Up Bisnis, 8(6). https://doi.org/10.37715/jp.v8i6.3806.